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Paper Information

Journal:   JOURNAL OF BUSINESS ADMINISTRATION RESEARCH   FALL 2016-WINTER 2017 , Volume 8 , Number 16 ; Page(s) 37 To 58.
 
Paper: 

PERFORMANCE EVALUATION OF BRANDS BASED ON THEIR VALUES USING THE DATA ENVELOPMENT ANALYSIS APPROACH

 
 
Author(s):  ABOOY FATEMEH*, SHAFIEE MAYSAM, SAFFARI ALI, KHODOAYARIAN MASOUD REZA
 
* DEPARTMENT OF MANAGEMENT, UNIVERSITY OF APPLIED SCIENCES, YAZD
 
Abstract: 

The key to successful marketing strategies in local markets and global markets is to understand consumers’ behavior. Thus, identification of their needs and the factors affecting their choice of brands is obviously essential. The present study seeks to evaluate the performance of insurance companys through brand performance evaluation using the data envelopment analysis approach. The input in this study includes the number of employees, the number of branches, general and administrative expenses, and the total assets. The output includes brand loyalty, brand awareness, the dependence of perceived quality (brand grafts), and other proprietary brand assets.

 
Keyword(s): BRAND, DATA ENVELOPMENT ANALYSIS, INSURANCE COMPANIES, PERFORMANCE EVALUATION
 
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