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A Fuzzy Logic Approach to Modeling Brand Value: Evidence from Taiwan’s Banking Industry

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New Information and Communication Technologies for Knowledge Management in Organizations (GIKA 2015)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 222))

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Abstract

With the growing recognition that brands are valuable assets to organizations, the measurement of brand equity has thus been of interest to the academic and practice communities. Various approaches to measuring brand value have developed but are not yet universally accepted. To capture the qualitative characteristics of brands, this paper attempts to apply fuzzy logic analysis to model the brand values of Taiwan’s banking industry. And, we adopt the Hirose model to examine the effectiveness of the fuzzy logic approach in the context of brand valuation. Our findings show that the fuzzy logic and the Hirose models present similar trends in relation to brand estimation. The evidence provided by this paper would enrich our understanding of the brand valuation methodology.

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Author information

Authors and Affiliations

  1. Department of Accounting, Feng Chia University, Taichung, Taiwan

    David Han-Min Wang

  2. Department of Public Finance, Feng Chia University, Taichung, Taiwan

    Tiffany Hui-Kuang Yu

Authors
  1. David Han-Min Wang
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  2. Tiffany Hui-Kuang Yu
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Corresponding author

Correspondence to Tiffany Hui-Kuang Yu .

Editor information

Editors and Affiliations

  1. University Polytechnic of Valencia, Valencia, Spain

    Daniel Palacios-Marqués

  2. University of Valencia, Valencia, Spain

    Domingo Ribeiro Soriano

  3. Feng Chia University, Taichung, Taiwan

    Kun Huang Huarng

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Wang, D.HM., Yu, T.HK. (2015). A Fuzzy Logic Approach to Modeling Brand Value: Evidence from Taiwan’s Banking Industry. In: Palacios-Marqués, D., Ribeiro Soriano, D., Huarng, K. (eds) New Information and Communication Technologies for Knowledge Management in Organizations. GIKA 2015. Lecture Notes in Business Information Processing, vol 222. Springer, Cham. https://doi.org/10.1007/978-3-319-22204-2_4

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  • DOI: https://doi.org/10.1007/978-3-319-22204-2_4

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-22203-5

  • Online ISBN: 978-3-319-22204-2

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