Employing Fuzzy ANP for ranking the personality of International Brands in the Sports Shoe Industry

Purpose: This study aims at providing a quantitative basis to analytically determine the ranking of the brand personality of Adidas, Asics, Nike, Puma and Saucony brands among Iranian customers via a conventional multi-criteria decision-making method. Design/methodology/approach: Data for determining the importance of evaluation criteria and ranking of brands is gathered by means of distributing questionnaires among a group of Iranian customers of sport shoes, as well as some industrial experts. The Fuzzy Analytic Network Process (FANP) was used to rank the brands with regard to dependencies between criteria and alternatives. Findings: The results indicate that FANP is a capable method which provides invaluable insights for strategic marketing decisions in the sport product industry. Results show Adidas has the best performance in the sports shoe market compared to the other four brands. In this study, it was found that expertise sophistication was the most important criterion among Aaker's five main criteria. Research limitations/implications: Practical implications: Originality/value: The value of this paper is applying FANP decision‐making method for ranking sport shoe brands. This method has not been commonly used in the area of marketing, hence it is added to the pool of techniques utilized in ranking brands. In addition, evaluation and ranking of brands can be very useful for both academic research and practice. Researchers can benchmark the competences of each brand through evaluating them, and industrialists can extract the competitive advantages of the selected brands.