IDEAS home Printed from https://ideas.repec.org/a/gam/jmathe/v8y2020i12p2206-d460733.html
   My bibliography  Save this article

Evaluating Art Licensing for Digital Archives Using Fuzzy Integral

Author

Listed:
  • Yu-Jing Chiu

    (Department of Business Administration, Chung Yuan Christian University, Chung Li District, Taoyuan City 32023, Taiwan)

  • Yi-Chung Hu

    (Department of Business Administration, Chung Yuan Christian University, Chung Li District, Taoyuan City 32023, Taiwan)

  • Jia-Jen Du

    (Department of Business Administration, Chung Yuan Christian University, Chung Li District, Taoyuan City 32023, Taiwan)

  • Chung-Wei Li

    (Department of Business Administration, Chung Yuan Christian University, Chung Li District, Taoyuan City 32023, Taiwan)

  • Yen-Wei Ken

    (Department of Business Administration, Chung Yuan Christian University, Chung Li District, Taoyuan City 32023, Taiwan)

Abstract

Determining how to evaluate the art licensing model is a complex multi-criteria decision making (MCDM) problem. This study explores the critical factors influencing art licensing in the art and creative industry because this industry has potential contributions to a high value-added cultural economy in Taiwan. Due to the high cultural value of the National Palace Museum and the uniqueness of its cultural relics, this study takes it as an empirical case. The decision hierarchy is constructed based on a literature review and expert interviews. Furthermore, we used the fuzzy integral to calculate the weights and overall performance of the three licensing models. The empirical results illustrate that both brand licensing and image licensing groups emphasized the aspect of market environment as the primary consideration for licensing model selection. In particular, respondents considered that the adoption of a brand licensing model could facilitate the achievement of better overall performance value. The reason is that brand licensing made the company’s brand visible by imprinting the brand names of both the National Palace Museum and the company on products. This study can be used as reference model for the evaluation of art licensing by enterprises in the future.

Suggested Citation

  • Yu-Jing Chiu & Yi-Chung Hu & Jia-Jen Du & Chung-Wei Li & Yen-Wei Ken, 2020. "Evaluating Art Licensing for Digital Archives Using Fuzzy Integral," Mathematics, MDPI, vol. 8(12), pages 1-21, December.
    • Handle: RePEc:gam:jmathe:v:8:y:2020:i:12:p:2206-:d:460733
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2227-7390/8/12/2206/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2227-7390/8/12/2206/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Tseng, Fang-Mei & Chiu, Yu-Jing, 2005. "Hierarchical fuzzy integral stated preference method for Taiwan's broadband service market," Omega, Elsevier, vol. 33(1), pages 55-64, February.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Bölcskei, Vanda, 2010. "A távbeszélő-szolgáltatások keresleti modelljeinek áttekintése - különös tekintettel a vezetékes és mobilszolgáltatások közötti helyettesítés becslésére [A review of the demand models of telephone ," Közgazdasági Szemle (Economic Review - monthly of the Hungarian Academy of Sciences), Közgazdasági Szemle Alapítvány (Economic Review Foundation), vol. 0(6), pages 517-535.
    2. Changhee Kim & Soo Wook Kim & Hee Jay Kang, 2016. "Driving Sustainable Competitive Advantage in the Mobile Industry: Evidence from U.S. Wireless Carriers," Sustainability, MDPI, vol. 8(7), pages 1-13, July.
    3. Zhang, Ling & Zhang, Lei & Xu, Yan & Zhou, Peng & Yeh, Chung-Hsing, 2020. "Evaluating urban land use efficiency with interacting criteria: An empirical study of cities in Jiangsu China," Land Use Policy, Elsevier, vol. 90(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jmathe:v:8:y:2020:i:12:p:2206-:d:460733. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.