The effectiveness of preference relations in modeling decision-making processes makes it one of the most common representations of information use for solving decision-making problems. This research presents the fuzzy incomplete linguistic preference relations (Fuzzy InLinPreRa) approach as evaluated by decision-makers dealing with increasing complexity and uncertain economics, as well as social and managerial problems. By using Fuzzy InLinPreRa, the consistency measurements of decision-makers' evaluations will provide more accurate and reasonable solutions, allowing decision-makers to consider the objective weights of both the criteria and experts. An empirical example of the measurement of brand personality is included herein to demonstrate the feasibility of this method.
Keywords: Fuzzy InLinPreRa; Fuzzy incomplete linguistic preference relations; Fuzzy preference relations; Multi-criteria decision-making.
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