OWCLCOA Operator and its Application to Comprehensive Evaluating Modeling of Brand Extension in Uncertain Linguistic Setting

Abstract

With respect to multiple attribute decision making (MADM) problems in which the attribute weights take the form of real numbers, and the preference values take the form of uncertain linguistic variables, a new decision making analysis method is developed. By utilizing some operational laws of linguistic variables, we propose the ordered weighted continuous linguistic choquet ordered averaging (OWCLCOA) operator based on the continuous LOWA operator(C-LOWA) and then develop an OWCLCOA operator-based approach to comprehensive evaluating modeling of brand extension in uncertain linguistic setting. The approach is simple and don’t need the comparison between two uncertain linguistic variables. Finally, an illustrative example with comprehensive evaluating modeling of brand extension is given to verify the developed approach and to demonstrate its practicality and effectiveness.