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<p>The evaluation of sports event brand (SEB) building is a comprehensive assessment of the brand value, market influence, and audience recognition of a sports event. By analyzing factors such as brand positioning, promotion strategies, audience engagement, and sponsorship support, the evaluation assesses the effectiveness of enhancing event visibility, strengthening brand influence, and promoting the development of the host city or region. This evaluation helps optimize brand management of the event and improves its market competitiveness and sustainable development potential. The evaluation of SEB building involves multi-attribute group decision-making (MAGDM). To address MAGDM challenges, the Exponential TODIM (ExpTODIM) method and grey relational analysis (GRA) have been applied. To manage uncertainty in the evaluation process, 2-tuple linguistic neutrosophic sets (2TLNSs) serve as an effective technique. This study proposes a novel technique, the 2-tuple linguistic neutrosophic number combined Exponential TODIM-GRA (2TLNN-Com-ExpTODIM-GRA) method. It incorporates the 2TLNN Hamming distance (2TLNNHD) and 2TLNN Euclidean distance (2TLNNED) to enhance decision-making in MAGDM scenarios under 2TLNSs. Furthermore, a numerical example is supplied to demonstrate the practical application of 2TLNN-Com-ExpTODIM-GRA technique in evaluating SEB building. This novel method advances decision-making theory by integrating behavioral economics with fuzzy mathematics, provides practical tools for sports brand management, and offers policymakers a scientific framework for evaluating events based on long-term legacy and sustainable development.</p>

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Enhanced fuzzy combined techniques for group decision-making with 2-tuple linguistic neutrosophic number and applications to sports event brand building evaluation

  • 期刊论文

  • 出版模式：

    开放获取

  • 发表日期：

    2025年11月10日

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  • Jie Lian,
  • Han Guo,
  • Choi Kyung Hwan,
  • Ying Meng

摘要

The evaluation of sports event brand (SEB) building is a comprehensive assessment of the brand value, market influence, and audience recognition of a sports event. By analyzing factors such as brand positioning, promotion strategies, audience engagement, and sponsorship support, the evaluation assesses the effectiveness of enhancing event visibility, strengthening brand influence, and promoting the development of the host city or region. This evaluation helps optimize brand management of the event and improves its market competitiveness and sustainable development potential. The evaluation of SEB building involves multi-attribute group decision-making (MAGDM). To address MAGDM challenges, the Exponential TODIM (ExpTODIM) method and grey relational analysis (GRA) have been applied. To manage uncertainty in the evaluation process, 2-tuple linguistic neutrosophic sets (2TLNSs) serve as an effective technique. This study proposes a novel technique, the 2-tuple linguistic neutrosophic number combined Exponential TODIM-GRA (2TLNN-Com-ExpTODIM-GRA) method. It incorporates the 2TLNN Hamming distance (2TLNNHD) and 2TLNN Euclidean distance (2TLNNED) to enhance decision-making in MAGDM scenarios under 2TLNSs. Furthermore, a numerical example is supplied to demonstrate the practical application of 2TLNN-Com-ExpTODIM-GRA technique in evaluating SEB building. This novel method advances decision-making theory by integrating behavioral economics with fuzzy mathematics, provides practical tools for sports brand management, and offers policymakers a scientific framework for evaluating events based on long-term legacy and sustainable development.