An Analysis of Customer-based Brand Equity in the Field of Agricultural Extension and Education: Multi-Criteria Decision-Making Approach
Subject Areas : Agricultural Extension and Education Research
Mehrdad Niknami
1
(Associate Professor, Agricultural Extension and Education Department, Garmsar Branch, Islamic Azad University, Garmsar, Iran.)
Keywords: Agricultural Extension and Education, Analytic Hierarchy Process, Analytic Network Process, Brand Equity, Higher Education.,
Abstract :
This study aimed to determine the criteria, sub-criteria, and priorities of brand equity (BE) in the agricultural extension and education (AEAE) field at Islamic Azad University. Prioritization and weighting of the BE alternatives of the AEAE field were performed by the use of the Analytic Hierarchy Process (AHP) and Analytic Network Process (ANP) approaches. Given the fact that we targeted customer-based brand equity (CBBE), 28 Ph.D. students with higher knowledge and understanding in the field of AEAE were selected from the Islamic Azad University of Iran using purposive sampling. A questionnaire based on the 1-9 Saati scale was considered our main research tool. The outputs of the sub-criteria priorities based on the weights derived from the Expert Choice and Super Decision software were used to compare the results obtained from the AHP and ANP approaches for the BE in the AEAE field. The results of this study can be utilized by managers and marketers of higher education in the field of agriculture and specifically in (AEAE).