About this Journal Submit a Manuscript Table of Contents
Mathematical Problems in Engineering
Volume 2012 (2012), Article ID 971303, 14 pages
http://dx.doi.org/10.1155/2012/971303
Research Article

A Hybrid Network Model to Extract Key Criteria and Its Application for Brand Equity Evaluation

Department of Business Administration, Chung Yuan Christian University, 200 Chung Pei Road, Zhongli 32023, Taiwan

Received 23 February 2012; Revised 16 May 2012; Accepted 21 May 2012

Academic Editor: Jung-Fa Tsai

Copyright © 2012 Chin-Yi Chen and Chung-Wei Li. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

Linked References

  1. B. S. Blanchard and W. J. Fabrycky, Systems Engineering and Analysis, Prentice Hall, New Jersey, NJ, USA, 4th edition, 2005.
  2. Wikipedia, Social Network Analysis, http://en.wikipedia.org/, 2012.
  3. S. Wasserman and K. Faust, Social Network Analysis: Methods and Applications, Cambridge University Press, New York, NY, USA, 1994.
  4. M. Balconi, S. Breschi, and F. Lissoni, “Networks of inventors and the role of academia: an exploration of Italian patent data,” Research Policy, vol. 33, no. 1, pp. 127–145, 2004. View at Publisher · View at Google Scholar · View at Scopus
  5. M. Balconi and A. Laboranti, “University-industry interactions in applied research: the case of microelectronics,” Research Policy, vol. 35, no. 10, pp. 1616–1630, 2006. View at Publisher · View at Google Scholar · View at Scopus
  6. F. Murray, “Innovation as co-evolution of scientific and technological networks: exploring tissue engineering,” Research Policy, vol. 31, no. 8-9, pp. 1389–1403, 2002. View at Scopus
  7. C. S. Wagner and L. Leydesdorff, “Network structure, self-organization, and the growth of international collaboration in science,” Research Policy, vol. 34, no. 10, pp. 1608–1618, 2005. View at Publisher · View at Google Scholar · View at Scopus
  8. L. C. Yin, H. Kretschmer, R. A. Hanneman, and Z. Y. Liu, “Connection and stratification in research collaboration: an analysis of the COLLNET network,” Information Processing and Management, vol. 42, no. 6, pp. 1599–1613, 2006. View at Publisher · View at Google Scholar · View at Scopus
  9. J. P. Scott, Social Network Analysis: A Handbook, Sage Publications, London, UK, 2nd edition, 2000.
  10. D. Knoke and S. Yang, Social Network Analysis, Sage Publications, London, UK, 2nd edition, 2007.
  11. L. C. Freeman, “Centrality in social networks conceptual clarification,” Social Networks, vol. 1, no. 1, pp. 215–239, 1978. View at Scopus
  12. P. Bonacich, “Factoring and weighting approaches to status scores and clique identification,” The Journal of Mathematical Sociology, vol. 2, no. 1, pp. 113–120, 1972. View at Publisher · View at Google Scholar
  13. P. Bonacich, “Power and centrality: a family of measures,” American Journal of Sociology, vol. 92, no. 5, pp. 1170–1182, 1987. View at Publisher · View at Google Scholar
  14. C. T. Butts and K. M. Carley, “Some simple algorithms for structural comparison,” Computational and Mathematical Organization Theory, vol. 11, no. 4, pp. 291–305, 2005. View at Publisher · View at Google Scholar · View at Scopus
  15. I. K. Aleksandr, Mathematical Foundations of Information Theory, Courier Dover, New York, NY, USA, 1957.
  16. C. W. Li and G. H. Tzeng, “Identification of a threshold value for the DEMATEL method using the maximum mean de-entropy algorithm to find critical services provided by a semiconductor intellectual property mall,” Expert Systems with Applications, vol. 36, no. 6, pp. 9891–9898, 2009. View at Publisher · View at Google Scholar · View at Scopus
  17. C. W. Li and G. H. Tzeng, “Identification of interrelationship of key customers' needs based on structural model for services/capabilities provided by a semiconductor-intellectual-property mall,” Applied Mathematics and Computation, vol. 215, no. 6, pp. 2001–2010, 2009. View at Publisher · View at Google Scholar · View at Scopus
  18. P. Bonacich and T. M. Liggett, “Asymptotics of a matrix valued Markov chain arising in sociology,” Stochastic Processes and their Applications, vol. 104, no. 1, pp. 155–171, 2003. View at Publisher · View at Google Scholar · View at Scopus
  19. N. Penrose, “Valuation of brand names and trade marks,” in Brand Valuation: Establishing a True and Fair View, pp. 32–45, 1989.
  20. R. Zimmermann, U. Klein-Bolting, B. Sander, and T. Murad-Aga, Brand Equity Review, BBDO Group, Berlin, Germany, 2001.
  21. R. Zimmermann, Brand Equity Excellence, BBDO Group, Berlin, Germany, 2002.
  22. Department of Trade and Industry, “Report of brand valuation,” in Proceedings of the Seminar of Corporate Legal System in the Ministry of Economy, Tokyo, Japan, 2002.
  23. C. T. Butts, “Tools for social network analysis,” http://cran.r-project.org/, 2010.
  24. C. T. Butts, “Software manual for the R sna package,” http://erzuli.ss.uci.edu/R.stuff/, 2010.