Enhancing the Brand Competitiveness of Pujiang Kiwi: A Consumer-Centric Analysis

Xiaoyang Zhang, Ping Zhu and Qiancheng Ma ()
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Xiaoyang Zhang: Chengdu University of Information Technology
Ping Zhu: Chengdu University of Information Technology
Qiancheng Ma: Shanghai Business School

A chapter in Proceedings of the 2025 10th International Conference on Social Sciences and Economic Development (ICSSED 2025), 2025, pp 414-420 from Springer

Abstract: Abstract The entropy method is an objective technique for weighting indicators in multi-criteria decision-making, based on information uncertainty. When data shows low variation, entropy is low, indicating high information content. High variation leads to high entropy, reflecting lower information content. By calculating the coefficient of variation and information entropy, the method determines each indicator’s weight objectively, reducing subjectivity and enhancing the accuracy and reliability of evaluations.

Keywords: Pujiang Kiwi; Brand Competitiveness; Consumer (search for similar items in EconPapers)
Date: 2025
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DOI: 10.2991/978-94-6463-734-2_48

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