Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects

Tien-Chin Wang; Tsai-Yun Huang; Chien-Hui Lee

doi:doi:10.11648/j.ijefm.20221006.17

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Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects

Tien-Chin Wang, Tsai-Yun Huang, Chien-Hui Lee

Published in International Journal of Economics, Finance and Management Sciences (Volume 10, Issue 6)

Received: 6 October 2022 Accepted: 21 November 2022 Published: 29 November 2022

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Abstract

Nowadays, more and more corporations or organizations perceiving the change of the marketing trends begin to accept and conduct corporate sponsorship. Under such a choice of consideration for sponsorship projects, what type of projects that corporations may prefer become the major concerns, which can be advantageous or helpful for their business running. Therefore, this study proposes an analytic hierarchical model based on the reciprocal additive consistent fuzzy preference relations to help corporations assess the preference for sponsorship projects. 60 current executives or administrative managers of local and foreign companies are sampled as interviewed experts or evaluators, along with conducting questionnaire method. Pairwise comparisons are used to determine the priority weights of each sponsorship project, and the subjectivity and vagueness in the assessing procedures are dealt with using linguistic terms quantified in an interval scale 0 to 1. The empirical results show that the types of education, exercises and sports, and social welfare are the three most preferential for Taiwan companies, while the three most preferential project types for foreign companies appear partially different, noticing particularly on exercises and sports, culture and art, and social welfare. Furthermore, the results of difference analysis demonstrate that there is a significantly positive difference among these five project groups, and of the group differences, the positive cognition for education is the strongest, while research and development can be the weakest.

Published in	International Journal of Economics, Finance and Management Sciences (Volume 10, Issue 6)
DOI	10.11648/j.ijefm.20221006.17
Page(s)	356-367
Creative Commons	This is an Open Access article, distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution and reproduction in any medium or format, provided the original work is properly cited.
Copyright	Copyright © The Author(s), 2022. Published by Science Publishing Group

Keywords

Decision Analysis, Sponsorship Project, Fuzzy Preference Relations, Analytical Hierarchy Process

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APA Style

Tien-Chin Wang, Tsai-Yun Huang, Chien-Hui Lee. (2022). Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects. International Journal of Economics, Finance and Management Sciences, 10(6), 356-367. https://doi.org/10.11648/j.ijefm.20221006.17

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ACS Style

Tien-Chin Wang; Tsai-Yun Huang; Chien-Hui Lee. Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects. Int. J. Econ. Finance Manag. Sci. 2022, 10(6), 356-367. doi: 10.11648/j.ijefm.20221006.17

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AMA Style

Tien-Chin Wang, Tsai-Yun Huang, Chien-Hui Lee. Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects. Int J Econ Finance Manag Sci. 2022;10(6):356-367. doi: 10.11648/j.ijefm.20221006.17

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@article{10.11648/j.ijefm.20221006.17,
  author = {Tien-Chin Wang and Tsai-Yun Huang and Chien-Hui Lee},
  title = {Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects},
  journal = {International Journal of Economics, Finance and Management Sciences},
  volume = {10},
  number = {6},
  pages = {356-367},
  doi = {10.11648/j.ijefm.20221006.17},
  url = {https://doi.org/10.11648/j.ijefm.20221006.17},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20221006.17},
  abstract = {Nowadays, more and more corporations or organizations perceiving the change of the marketing trends begin to accept and conduct corporate sponsorship. Under such a choice of consideration for sponsorship projects, what type of projects that corporations may prefer become the major concerns, which can be advantageous or helpful for their business running. Therefore, this study proposes an analytic hierarchical model based on the reciprocal additive consistent fuzzy preference relations to help corporations assess the preference for sponsorship projects. 60 current executives or administrative managers of local and foreign companies are sampled as interviewed experts or evaluators, along with conducting questionnaire method. Pairwise comparisons are used to determine the priority weights of each sponsorship project, and the subjectivity and vagueness in the assessing procedures are dealt with using linguistic terms quantified in an interval scale 0 to 1. The empirical results show that the types of education, exercises and sports, and social welfare are the three most preferential for Taiwan companies, while the three most preferential project types for foreign companies appear partially different, noticing particularly on exercises and sports, culture and art, and social welfare. Furthermore, the results of difference analysis demonstrate that there is a significantly positive difference among these five project groups, and of the group differences, the positive cognition for education is the strongest, while research and development can be the weakest.},
 year = {2022}
}

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TY  - JOUR
T1  - Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects
AU  - Tien-Chin Wang
AU  - Tsai-Yun Huang
AU  - Chien-Hui Lee
Y1  - 2022/11/29
PY  - 2022
N1  - https://doi.org/10.11648/j.ijefm.20221006.17
DO  - 10.11648/j.ijefm.20221006.17
T2  - International Journal of Economics, Finance and Management Sciences
JF  - International Journal of Economics, Finance and Management Sciences
JO  - International Journal of Economics, Finance and Management Sciences
SP  - 356
EP  - 367
PB  - Science Publishing Group
SN  - 2326-9561
UR  - https://doi.org/10.11648/j.ijefm.20221006.17
AB  - Nowadays, more and more corporations or organizations perceiving the change of the marketing trends begin to accept and conduct corporate sponsorship. Under such a choice of consideration for sponsorship projects, what type of projects that corporations may prefer become the major concerns, which can be advantageous or helpful for their business running. Therefore, this study proposes an analytic hierarchical model based on the reciprocal additive consistent fuzzy preference relations to help corporations assess the preference for sponsorship projects. 60 current executives or administrative managers of local and foreign companies are sampled as interviewed experts or evaluators, along with conducting questionnaire method. Pairwise comparisons are used to determine the priority weights of each sponsorship project, and the subjectivity and vagueness in the assessing procedures are dealt with using linguistic terms quantified in an interval scale 0 to 1. The empirical results show that the types of education, exercises and sports, and social welfare are the three most preferential for Taiwan companies, while the three most preferential project types for foreign companies appear partially different, noticing particularly on exercises and sports, culture and art, and social welfare. Furthermore, the results of difference analysis demonstrate that there is a significantly positive difference among these five project groups, and of the group differences, the positive cognition for education is the strongest, while research and development can be the weakest.
VL  - 10
IS  - 6
ER  -

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Author Information

Tien-Chin Wang

Institute of Management, National Kaohsiung University of Science and Technology, Taiwan
Tsai-Yun Huang

Institute of Management, National Kaohsiung University of Science and Technology, Taiwan
Chien-Hui Lee

Institute of Management, National Kaohsiung University of Science and Technology, Taiwan

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APA Style

Tien-Chin Wang, Tsai-Yun Huang, Chien-Hui Lee. (2022). Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects. International Journal of Economics, Finance and Management Sciences, 10(6), 356-367. https://doi.org/10.11648/j.ijefm.20221006.17

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ACS Style

Tien-Chin Wang; Tsai-Yun Huang; Chien-Hui Lee. Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects. Int. J. Econ. Finance Manag. Sci. 2022, 10(6), 356-367. doi: 10.11648/j.ijefm.20221006.17

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AMA Style

Tien-Chin Wang, Tsai-Yun Huang, Chien-Hui Lee. Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects. Int J Econ Finance Manag Sci. 2022;10(6):356-367. doi: 10.11648/j.ijefm.20221006.17

Copy | Download

@article{10.11648/j.ijefm.20221006.17,
  author = {Tien-Chin Wang and Tsai-Yun Huang and Chien-Hui Lee},
  title = {Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects},
  journal = {International Journal of Economics, Finance and Management Sciences},
  volume = {10},
  number = {6},
  pages = {356-367},
  doi = {10.11648/j.ijefm.20221006.17},
  url = {https://doi.org/10.11648/j.ijefm.20221006.17},
  eprint = {https://article.sciencepublishinggroup.com/pdf/10.11648.j.ijefm.20221006.17},
  abstract = {Nowadays, more and more corporations or organizations perceiving the change of the marketing trends begin to accept and conduct corporate sponsorship. Under such a choice of consideration for sponsorship projects, what type of projects that corporations may prefer become the major concerns, which can be advantageous or helpful for their business running. Therefore, this study proposes an analytic hierarchical model based on the reciprocal additive consistent fuzzy preference relations to help corporations assess the preference for sponsorship projects. 60 current executives or administrative managers of local and foreign companies are sampled as interviewed experts or evaluators, along with conducting questionnaire method. Pairwise comparisons are used to determine the priority weights of each sponsorship project, and the subjectivity and vagueness in the assessing procedures are dealt with using linguistic terms quantified in an interval scale 0 to 1. The empirical results show that the types of education, exercises and sports, and social welfare are the three most preferential for Taiwan companies, while the three most preferential project types for foreign companies appear partially different, noticing particularly on exercises and sports, culture and art, and social welfare. Furthermore, the results of difference analysis demonstrate that there is a significantly positive difference among these five project groups, and of the group differences, the positive cognition for education is the strongest, while research and development can be the weakest.},
 year = {2022}
}

Copy | Download

TY  - JOUR
T1  - Applying Fuzzy Preference Relations to Assess the Preference of Corporations for Sponsorship Projects
AU  - Tien-Chin Wang
AU  - Tsai-Yun Huang
AU  - Chien-Hui Lee
Y1  - 2022/11/29
PY  - 2022
N1  - https://doi.org/10.11648/j.ijefm.20221006.17
DO  - 10.11648/j.ijefm.20221006.17
T2  - International Journal of Economics, Finance and Management Sciences
JF  - International Journal of Economics, Finance and Management Sciences
JO  - International Journal of Economics, Finance and Management Sciences
SP  - 356
EP  - 367
PB  - Science Publishing Group
SN  - 2326-9561
UR  - https://doi.org/10.11648/j.ijefm.20221006.17
AB  - Nowadays, more and more corporations or organizations perceiving the change of the marketing trends begin to accept and conduct corporate sponsorship. Under such a choice of consideration for sponsorship projects, what type of projects that corporations may prefer become the major concerns, which can be advantageous or helpful for their business running. Therefore, this study proposes an analytic hierarchical model based on the reciprocal additive consistent fuzzy preference relations to help corporations assess the preference for sponsorship projects. 60 current executives or administrative managers of local and foreign companies are sampled as interviewed experts or evaluators, along with conducting questionnaire method. Pairwise comparisons are used to determine the priority weights of each sponsorship project, and the subjectivity and vagueness in the assessing procedures are dealt with using linguistic terms quantified in an interval scale 0 to 1. The empirical results show that the types of education, exercises and sports, and social welfare are the three most preferential for Taiwan companies, while the three most preferential project types for foreign companies appear partially different, noticing particularly on exercises and sports, culture and art, and social welfare. Furthermore, the results of difference analysis demonstrate that there is a significantly positive difference among these five project groups, and of the group differences, the positive cognition for education is the strongest, while research and development can be the weakest.
VL  - 10
IS  - 6
ER  -

Copy | Download