{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,5,2]],"date-time":"2026-05-02T06:40:59Z","timestamp":1777704059287,"version":"3.51.4"},"reference-count":22,"publisher":"SAGE Publications","issue":"2","license":[{"start":{"date-parts":[[2019,11,8]],"date-time":"2019-11-08T00:00:00Z","timestamp":1573171200000},"content-version":"tdm","delay-in-days":0,"URL":"https:\/\/journals.sagepub.com\/page\/policies\/text-and-data-mining-license"}],"content-domain":{"domain":["journals.sagepub.com"],"crossmark-restriction":true},"short-container-title":["Journal of Intelligent &amp; Fuzzy Systems"],"published-print":{"date-parts":[[2020,2,6]]},"abstract":"<jats:p>This paper uses the improved AHP comprehensive evaluation method to evaluate the purchase intention of Chinese retailer private brands. This method can reduce the subjectivity of the weight selection and improve the accuracy of weights. The paper also uses the degree of membership to grade the evaluation levels and conducts the backward evaluation to the different levels of indicators one by one, thus obtaining the relative development level of each indicator. The evaluation results show that consumers have higher acceptance of retailer private brands and they have strong purchase intentions.<\/jats:p>","DOI":"10.3233\/jifs-179521","type":"journal-article","created":{"date-parts":[[2019,11,8]],"date-time":"2019-11-08T13:32:01Z","timestamp":1573219921000},"page":"1579-1584","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":2,"title":["Fuzzy comprehensive evaluation of purchase intention of retailer private brands based on improved AHP method"],"prefix":"10.1177","volume":"38","author":[{"given":"Ziyan","family":"Tang","sequence":"first","affiliation":[{"name":"Business School of Sichuan University, Chengdu, China"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2019,11,8]]},"reference":[{"key":"e_1_3_1_2_2","first-page":"56","article-title":"Consumer Perceptions of National, Private, and Generic Brands","volume":"57","author":"Bellizzi J.A.","year":"1981","unstructured":"BellizziJ.A., KrueckebergH.F., HamiltonJ.R. and MartinW.S., Consumer Perceptions of National, Private, and Generic Brands, Journal of Retailing 57 (1981), 56\u201370.","journal-title":"Journal of Retailing"},{"key":"e_1_3_1_3_2","first-page":"25","article-title":"Generic Brands versus National Brands and Store Brands","volume":"22","author":"Cunningham I.C.M.","year":"1982","unstructured":"CunninghamI.C.M., HardyA.P. and ImperiaG., Generic Brands versus National Brands and Store Brands, Journal of Advertising Research 22 (1982), 25\u201332.","journal-title":"Journal of Advertising Research"},{"key":"e_1_3_1_4_2","unstructured":"AakerD.A. ManagingD.A. Brand Equity: Capitalizing on theValue of a Brand Name (1991) New York: Free Press."},{"key":"e_1_3_1_5_2","unstructured":"GronroosC. Service management and marketing: Managing the moments of truth in service competition (1990) Lexington Books."},{"key":"e_1_3_1_6_2","first-page":"86","article-title":"Analysis and Study on AHP-Fuzzy Comprehensive Evaluation China","volume":"14","author":"Han L.","year":"2004","unstructured":"HanL., MeiQ., LuY.M., et al., Analysis and Study on AHP-Fuzzy Comprehensive Evaluation China, Safety Science Journal 14 (2004), 86\u201389.","journal-title":"Safety Science Journal"},{"key":"e_1_3_1_7_2","unstructured":"HuangX.B. FanR.G. Theory and Method of Management Science (2006) Wuhan University Press."},{"key":"e_1_3_1_8_2","doi-asserted-by":"publisher","DOI":"10.2202\/1546-5616.1065"},{"key":"e_1_3_1_9_2","doi-asserted-by":"publisher","DOI":"10.1177\/002224299305700101"},{"key":"e_1_3_1_10_2","doi-asserted-by":"publisher","DOI":"10.1086\/346254"},{"key":"e_1_3_1_11_2","first-page":"5","article-title":"UK Private Label: European Brand Leader?","volume":"21","author":"Koskinen S.","year":"1999","unstructured":"KoskinenS., UK Private Label: European Brand Leader? European Retail Digest 21 (1999), 5\u20138.","journal-title":"European Retail Digest"},{"key":"e_1_3_1_12_2","first-page":"1","article-title":"A Summary of Research on Retailers\u2019 Private Brand Theory in the West","volume":"21","author":"Li F.","year":"2006","unstructured":"LiF. and ChenD., A Summary of Research on Retailers\u2019 Private Brand Theory in the West, Journal of Beijing Technology and Business University (Social Science), 21 (2006), 1\u20135.","journal-title":"Journal of Beijing Technology and Business University (Social Science)"},{"key":"e_1_3_1_13_2","doi-asserted-by":"publisher","DOI":"10.1016\/j.enpol.2005.06.021"},{"key":"e_1_3_1_14_2","first-page":"51","article-title":"Comparative study on several scales in AHP","volume":"9","author":"Luo Z.Q.","year":"2004","unstructured":"LuoZ.Q. and YangS.L., Comparative study on several scales in AHP, Systems Engineering Theory & Practice 9 (2004), 51\u201360.","journal-title":"Systems Engineering Theory & Practice"},{"key":"e_1_3_1_15_2","doi-asserted-by":"publisher","DOI":"10.1108\/07363769410070863"},{"key":"e_1_3_1_16_2","first-page":"326","article-title":"The Best Supplier Selection by Using Analytic Hierarchy Process (Ahp) and Fuzzy Comprehensive Evaluation (Fce) Methods: An Example of a Turkish Leather Apparel Company","volume":"27","author":"Ofluo\u011flu P.","year":"2017","unstructured":"Ofluo\u011fluP., \u00d6rkN., MutluM.M. and AtilganT., The Best Supplier Selection by Using Analytic Hierarchy Process (Ahp) and Fuzzy Comprehensive Evaluation (Fce) Methods: An Example of a Turkish Leather Apparel Company, Journal of Textile & Apparel\/Tekstil ve Konfeksiyon 27 (2017), 326\u2013333.","journal-title":"Journal of Textile & Apparel\/Tekstil ve Konfeksiyon"},{"key":"e_1_3_1_17_2","first-page":"171","article-title":"Influence of Technology on Perceived Quality","volume":"6","author":"Olson J.C.","year":"1973","unstructured":"OlsonJ.C., Jacoby, Influence of Technology on Perceived Quality, Advances in Consumer Research 6 (1973), 171\u2013173.","journal-title":"Advances in Consumer Research"},{"key":"e_1_3_1_18_2","first-page":"169","article-title":"Application of Fuzzy Comprehensive Evaluation Method in Marketing Risk Assessment","volume":"07","author":"Rong M.","year":"2011","unstructured":"RongM., Application of Fuzzy Comprehensive Evaluation Method in Marketing Risk Assessment, Statistics and Decision-making 07 (2011), 169\u2013170.","journal-title":"Statistics and Decision-making"},{"key":"e_1_3_1_19_2","doi-asserted-by":"publisher","DOI":"10.1177\/002224379503200204"},{"key":"e_1_3_1_20_2","doi-asserted-by":"publisher","DOI":"10.1057\/palgrave.bm.2540240"},{"key":"e_1_3_1_21_2","unstructured":"SundelH.H. An Experimental Analysis of Consumer Attitude Towards Grocery Distributed Private Brands Saint Louis University Thesis (1974)."},{"key":"e_1_3_1_22_2","first-page":"64","article-title":"Fuzzy comprehensive evaluation of Guangzhou-Foshan public transit satisfaction of inter-city based on improved AHP method","volume":"57","author":"Wen H.Y.","year":"2018","unstructured":"WenH.Y., Wul.F. and MeiJ.J., Fuzzy comprehensive evaluation of Guangzhou-Foshan public transit satisfaction of inter-city based on improved AHP method, Acta Scientiarum Naturalium Universitatis Sunyatseni 57 (2018), 64\u201371.","journal-title":"Acta Scientiarum Naturalium Universitatis Sunyatseni"},{"key":"e_1_3_1_23_2","unstructured":"ZhaoW.Q. JiaH.M. and ZhouX. The Discussion of Variety Elements and Mathematics in Practice and Theory Multi-layers fuzzy Evaluation Model 7 (2008) 8\u201314."}],"container-title":["Journal of Intelligent &amp; Fuzzy Systems"],"original-title":[],"language":"en","link":[{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.3233\/JIFS-179521","content-type":"application\/pdf","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/full-xml\/10.3233\/JIFS-179521","content-type":"application\/xml","content-version":"vor","intended-application":"text-mining"},{"URL":"https:\/\/journals.sagepub.com\/doi\/pdf\/10.3233\/JIFS-179521","content-type":"unspecified","content-version":"vor","intended-application":"similarity-checking"}],"deposited":{"date-parts":[[2026,4,29]],"date-time":"2026-04-29T09:40:18Z","timestamp":1777455618000},"score":1,"resource":{"primary":{"URL":"https:\/\/journals.sagepub.com\/doi\/10.3233\/JIFS-179521"}},"subtitle":[],"editor":[{"given":"Mohamed","family":"Elhoseny","sequence":"additional","affiliation":[],"role":[{"role":"editor","vocabulary":"crossref"}]},{"given":"X.","family":"Yuan","sequence":"additional","affiliation":[],"role":[{"role":"editor","vocabulary":"crossref"}]}],"short-title":[],"issued":{"date-parts":[[2019,11,8]]},"references-count":22,"journal-issue":{"issue":"2","published-print":{"date-parts":[[2020,2,6]]}},"alternative-id":["10.3233\/JIFS-179521"],"URL":"https:\/\/doi.org\/10.3233\/jifs-179521","relation":{},"ISSN":["1064-1246","1875-8967"],"issn-type":[{"value":"1064-1246","type":"print"},{"value":"1875-8967","type":"electronic"}],"subject":[],"published":{"date-parts":[[2019,11,8]]}}}