alternatives in terms of when the parameters are changed. Performance sensitivity
outcomes of alternatives are analyzed when linguistics appeal is increased to
75.6 percent. This results in an increase in the global weight of Brand C, that is, from
0.260 to 0.365 (Figure 3), in which case Brand C has the best choice in the selection
process. Thus, the sensitivity analysis can be divided into two portions (Table V).
Discussion
Professional managers believe that the most important criterion is “emotional
appeal”. Under this criterion, the sub-categories vary in importance in the following
order: (1) “unique” (0.444); (2) “meaningful” (0.199), which is essential for consumers’
identification with the product; (3) “interesting” (0.164), a factor influencing consumer
attraction factor; (4) “emotional identification” (0.114) and (5) “psychological image”
(0.079).
The current market has a large variety of products, with the numbers of new
products only increasing by the day. Thus, companies should create a product name