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• W2187296192 abstract "Nowadays, the issue of brand extension strategy has emerged as one of the most crucial topics for marketing management. Previous studies report extraordinarily high failure in brand extension strategies. Hence, this study present a practical framework for evaluation critical factors of brand extension strategy of product based on appropriate criteria and Fuzzy Analytical Hierarchy Process technique. For obtaining critical factors, the key published papers are employed to derive those initially important factors firstly, 15 factors are identified. These factors have been discussed and publicized in academic and management fields and can be summarized as three aspects and fifteen initially factors. Consequently, the proposed Fuzzy AHP approach is used to measure relative weights for evaluating these factors. The proposed methodology implemented as an actual case in the biggest automobile manufacture in Iran. Finally, the results of this study shows that Quality, Services after sale, Determining the suitable strategies in Brand field, Top management commitment and support and Advertisement is the top five critical factors. (Emad Atef-Yekta, Ali Karbasi, Amirhossein Zarbini-Sydani, Sina Miri-Nargesi. An Exploratory Study of Critical Success Factors of Brand Extension Strategies using Fuzzy Analytical Hierarchy Process. Journal of American Science 2011;7(6):551-558). (ISSN: 1545-1003). http://www.americanscience.org ." @default.
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• W2187296192 date "2011-01-01" @default.
• W2187296192 modified "2023-09-27" @default.
• W2187296192 title "An Exploratory Study of Critical Success Factors of Brand Extension Strategies using Fuzzy Analytical Hierarchy Process" @default.
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