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<p>Sports event branding evaluation focuses on measuring the effectiveness of a brand in building recognition, loyalty, and emotional connections with its audience. Key aspects include brand visibility, consistency, audience engagement, sponsorship effectiveness, and reputation management. A strong brand can elevate the event’s value, attract high-profile sponsors, and boost fan loyalty. Metrics such as social media impressions, merchandise sales and audience surveys are used to assess branding success. Effective evaluation helps refine strategies, ensuring long-term growth and a competitive edge in the sports industry. The sports event brand building evaluation involves MAGDM. Currently, the Logarithmic TODIM (LogTODIM) approach and the grey relational analysis (GRA) approach have been widely applied to address multi-attribute group decision-making (MAGDM) challenges. To better handle uncertain and imprecise information in the evaluation of sports event brand building, the 2-tuple linguistic neutrosophic set (2TLNS) framework has emerged as a valuable tool. This paper proposes a novel method that integrates the 2-tuple linguistic neutrosophic number (2TLNN) with Logarithmic TODIM-GRA (2TLNN-LogTODIM-GRA) approach. The method leverages the 2TLNN Hamming distance (2TLNNHD) and the 2TLNN Euclidean distance (2TLNNED) to effectively address MAGDM problems in complex, uncertain environments using 2TLNSs. By combining the strengths of Logarithmic TODIM and GRA, this approach provides a robust and comprehensive framework for evaluating sports event brand building while accommodating linguistic and neutrosophic uncertainty. Furthermore, to demonstrate the practicality and reliability of this approach, a numerical case study is conducted. The results validate the effectiveness of the 2TLNN-LogTODIM-GRA method in handling MAGDM problems and its applicability in the context of sports event brand building evaluation. This study contributes a novel perspective to the field, offering a powerful tool for decision-makers to navigate uncertainty in brand evaluation processes.</p>

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Modified framework for sports event brand building evaluation with 2-tuple linguistic neutrosophic number group decision-making

  • 期刊论文

  • 发表日期：

    2025年6月1日

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  • Jie Lian,
  • Choi Kyung Hwan,
  • Yongqing Hu

摘要

Sports event branding evaluation focuses on measuring the effectiveness of a brand in building recognition, loyalty, and emotional connections with its audience. Key aspects include brand visibility, consistency, audience engagement, sponsorship effectiveness, and reputation management. A strong brand can elevate the event’s value, attract high-profile sponsors, and boost fan loyalty. Metrics such as social media impressions, merchandise sales and audience surveys are used to assess branding success. Effective evaluation helps refine strategies, ensuring long-term growth and a competitive edge in the sports industry. The sports event brand building evaluation involves MAGDM. Currently, the Logarithmic TODIM (LogTODIM) approach and the grey relational analysis (GRA) approach have been widely applied to address multi-attribute group decision-making (MAGDM) challenges. To better handle uncertain and imprecise information in the evaluation of sports event brand building, the 2-tuple linguistic neutrosophic set (2TLNS) framework has emerged as a valuable tool. This paper proposes a novel method that integrates the 2-tuple linguistic neutrosophic number (2TLNN) with Logarithmic TODIM-GRA (2TLNN-LogTODIM-GRA) approach. The method leverages the 2TLNN Hamming distance (2TLNNHD) and the 2TLNN Euclidean distance (2TLNNED) to effectively address MAGDM problems in complex, uncertain environments using 2TLNSs. By combining the strengths of Logarithmic TODIM and GRA, this approach provides a robust and comprehensive framework for evaluating sports event brand building while accommodating linguistic and neutrosophic uncertainty. Furthermore, to demonstrate the practicality and reliability of this approach, a numerical case study is conducted. The results validate the effectiveness of the 2TLNN-LogTODIM-GRA method in handling MAGDM problems and its applicability in the context of sports event brand building evaluation. This study contributes a novel perspective to the field, offering a powerful tool for decision-makers to navigate uncertainty in brand evaluation processes.