Brand marketing for creating brand value based on a MCDM model combining DEMATEL with ANP and VIKOR methods

Evolving to a New Dominant Logic for Marketing

Stephen L. Vargo, Robert F. Lusch · Journal of Marketing · 2003 · 14.4K citations

Business, Marketing, Marketing Management +7

Consumer Perceptions of Price, Quality, and Value: A Means-End Model and Synthesis of Evidence

Valarie A. Zeithaml · Journal of Marketing · 1988 · 12.7K citations · Full text

Business, Marketing, Marketing Management +17

Conceptualizing, Measuring, and Managing Customer-Based Brand Equity

Kevin Lane Keller · Journal of Marketing · 1993 · 10.5K citations

Business, Marketing, Marketing Management +14

Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments

J. Joseph Cronin, Michael K. Brady, G. Tomas M. Hult · Journal of Retailing · 2000 · 6.4K citations

Business, Marketing, Marketing Management +16

Compromise solution by MCDM methods: A comparative analysis of VIKOR and TOPSIS

Serafim Opricović, Gwo‐Hshiung Tzeng · European Journal of Operational Research · 2003 · 4.8K citations

Business, Decision Sciences, Decision Analysis +15