TY  - JOUR 
AU  - Giráldez Cru, Jesús
AU  - Chica Serrano, Manuel
AU  - Cordón García, Óscar
PY  - 2022
UR  - https://hdl.handle.net/10481/77014
AB  - Consumers perform decision-making (DM) processes to select their preferred brands during their entire consumer journeys. These DM processes are based on the multiple perceptions they have about the products available in the market they are aware of....
LA  - eng
KW  - Agent-based modeling
KW  - Decision-making heuristics
KW  - Fuzzy decision-making
KW  - Fuzzy linguistic 2-tuples
KW  - Marketing
KW  - Consumer behavior
TI  - An Integrative Decision-Making Mechanism for Consumers’ Brand Selection using 2-Tuple Fuzzy Linguistic Perceptions and Decision Heuristics
DO  - https://doi.org/10.1007/s40815-022-01385-x
ER  -