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

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

References
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Cite This Article
  • 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
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    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
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    ER  - 

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Author Information
  • Institute of Management, National Kaohsiung University of Science and Technology, Taiwan

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

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

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