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Keywords: Utility theory
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Journal Articles
Using multi‐criteria decision aid to rank and select co‐branding partners: From a brand personality perspective
Available to Purchase
Journal:
Kybernetes
Kybernetes (2009) 38 (6): 950–965.
Published: 12 June 2009
...Wei‐Lun Chang Purpose The purpose of this paper is to utilize the big five models of brand personality concept to explore potential co‐branding partners by employing the multi‐attribute utility theory (MAUT) to estimate and rank utilities for possible partners from the big five models. Design...
Journal Articles
A systemic critique of neoclassical utility theory
Available to Purchase
Journal:
Kybernetes
Kybernetes (2008) 37 (2): 250–257.
Published: 15 February 2008
...Jon‐Arild Johannessen; Johan Olaisen Purpose This paper seeks to use systemic thinking for the purpose of criticizing neoclassical utility theory. Design/methodology/approach First, the systemic‐theoretical ontology, epistemology and methodology are presented. Then the basis for the utility...
