Brand Evaluation and Selection in Sportswear Using a Fuzzy Multi-Criteria Decision-Making Approach

Some factors can promote and create a competitive brand’s position in the market. These factors may vary from one industry to another. In this paper, the effective factors in the selection of sportswear were identified and investigated via a four-step process in two main categories of tangible and intangible factors. We collected market experts' opinions by conducting a survey. The parameters were then evaluated by using fuzzy TOPSIS and fuzzy analytical hierarchy process analyses (AHP). Our results showed that the tangible factors were much more detrimental than the intangible factors. These tangible factors affecting customers were found to be the name of a brand, celebrity endorsement, advertising and marketing activities.