日本感性工学会論文誌
Online ISSN : 1884-5258
Print ISSN : 1884-0833
ISSN-L : 1884-5258
原著論文
Real valued Flexibly Connected Neural Networkを応用したブランドエクイティ測定モデルによるブランドロイヤルカスタマ検出法
綿貫 真也長尾 智晴
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ジャーナル フリー

2017 年 17 巻 1 号 p. 31-40

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This paper proposes a new method of Brand Equity Measurement Model (BEMM) to detect brand loyal customers based on the Real valued Flexibly Connected Neural Network (RFCN). Brand equity has been measured by several methods such like SEM and ANN. However, these previous methods have difficulties for measuring brand equity and describing consumer information process in views of the restriction on addressing data and the flexibility of designing the structure. In this study, we conducted online survey about brand equity. We then verified the effectiveness for our proposal method in comparison with the previous method by analyzing the survey data. As a result, we showed that our proposal method is better than the previous one. We have demonstrated that RFCN is one of the appropriate methods for BEMM and has strong capability of detecting brand loyal customer.

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