Evaluation of Sustainable Marketing Strategy Based on Product Perceived Value in Attracting Brand Loyalty Using FCM & Rough BWM Methods Case study: TESLA Motors

Abstract

Marketing is an effective method for understanding the market, identifying competitors, and adopting market policies. One of the best strategies currently used for advancement in various fields of work, including the automotive industry, is the sustainable marketing strategy approach. Given the intense competition and opportunities and threats in the automotive industry, adopting sustainable marketing strategies can help with branding and gaining a competitive position. This research focuses on a sustainable marketing strategy based on product perceived value, to attract customer loyalty to the brand. In the automotive industry, product perceived value is measured by customers, and based on that, an appropriate marketing strategy is determined to attract and retain customers. Using the research background, 12 strategies were extracted to determine the weight and importance of marketing strategies and then evaluate their impact and scenario planning. Then, using the multi-criteria decision-making method Rough BWM, the weights and rankings of the strategies were determined, and the top rankings were entered into the FCM method for scenario planning. The results showed that the three main strategies, including focusing on product quality and superior value (S1), excellent customer experience (S3), and meaningful branding (S2), account for about 50 percent of the total importance. These three strategies help Tesla gain a competitive advantage, attract new customers, and increase market share in the highly competitive electric vehicle market. It also helps retain current customers and encourages repurchases. Overall, Tesla aims to be recognized as a leading brand in the industry by offering high-quality products, excellent experiences, and a strong brand image

Full text

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Evaluation of Sustainable Marketing Strategy Based on Product
Perceived Value in Attracting Brand Loyalty Using FCM &
Rough BWM Methods
Case study: TESLA Motors
Sogand Sheykhan1, Payam Boozary2*, Hamed GhorbanTanhaei3, Mobina Pourmirza4,
Maryam Rabiee5
Department of Management, Science and Technology, AmirKabir University of Technology,
Tehran
* Corresponding author: Payam Boozary, Payam.Boozary@aut.ac.ir
Abstract:- Marketing is an effective method for understanding the market, identifying competitors, and
adopting market policies. One of the best strategies currently used for advancement in various fields of
work, including the automotive industry, is the sustainable marketing strategy approach. Given the
intense competition and opportunities and threats in the automotive industry, adopting sustainable
marketing strategies can help with branding and gaining a competitive position. This research focuses
on a sustainable marketing strategy based on product perceived value, to attract customer loyalty to the
brand. In the automotive industry, product perceived value is measured by customers, and based on
that, an appropriate marketing strategy is determined to attract and retain customers. Using the research
background, 12 strategies were extracted to determine the weight and importance of marketing
strategies and then evaluate their impact and scenario planning. Then, using the multi-criteria decision-
making method Rough BWM, the weights and rankings of the strategies were determined, and the top
rankings were entered into the FCM method for scenario planning. The results showed that the three
main strategies, including focusing on product quality and superior value (S1), excellent customer
experience (S3), and meaningful branding (S2), account for about 50 percent of the total importance.
These three strategies help Tesla gain a competitive advantage, attract new customers, and increase
market share in the highly competitive electric vehicle market. It also helps retain current customers
and encourages repurchases. Overall, Tesla aims to be recognized as a leading brand in the industry by
offering high-quality products, excellent experiences, and a strong brand image
Keywords: Sustainability, Marketing Strategy, Product Perceived Value, Brand Loyalty, Competitive
Advantage
1- Introduction
Sustainable marketing strategies are an approach that companies and organizations adopt to
improve their performance in economic, social, and environmental areas. These strategies are
designed to create a balance between the current and future needs of customers, society, and

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the environment [27]. According to Kotler (2012), sustainable marketing is a concept that
requires organizations to fulfill the needs of their present customers while simultaneously
ensuring that the ability of upcoming generations to satisfy their requirements is not
jeopardized. In simpler terms, the goods and services consumed today should not have negative
impacts on the health of tomorrow's consumers[13]. This strategic integration is not limited to
business but has incorporated sustainability into all aspects of product creation,
communications, and branding .
Sustainable marketing strategies play an important role in shaping consumers' perceptions of
product value [30]. Consumers with higher green consumption values tend to perceive the
benefits of environmental and social sustainability more, leading to brand [24]. Brand loyalty
is one of the important factors related to a company's longevity and success. Therefore,
companies are encouraged to consider their customers' attitudes and behaviors toward
sustainable development [12]. Accordingly, these actions form a favorable brand attitude in
consumers. In recent years, the automotive industry has witnessed intense competition along
with many opportunities and threats. Therefore, they need to adopt strategies that lead to a
suitable competitive position in the market. Sustainable marketing can be considered an
important activity in the field of branding for this industry [14]. According to research
conducted by MIT in 2018 and data from the Natural Marketing Institute's report,
"Sustainability at a Tipping Point," a significant shift in consumer preferences and corporate
priorities has occurred. The findings reveal that 67% of American consumers are actively
seeking out more environmentally friendly products, while 70% of companies have
incorporated sustainability into their business agendas [25]. However, the key to success in
sustainable marketing is creating an effective strategy that delivers these values to end
consumers [22]. In fact, this strategy seeks to combine sustainability principles with marketing
concepts to provide products and services that not only meet the immediate needs of customers
but also contribute to preserving natural resources and meeting the needs of future generations
in the long term. Therefore, considering sustainability issues in marketing strategies is an
absolute necessity for survival and creating a competitive advantage in the market in the long
run.
2- Objectives
Since sustainable marketing strategies based on product perceived value focus on delivering
and giving value to customers, Tesla, the renowned and innovative car manufacturer, aims to
attract customer loyalty to its brand. For this purpose, sustainable strategies based on product
perceived value should be examined. These strategies lead customers to be considered as the
most valuable asset for the company and strengthen loyalty to the Tesla brand .
To evaluate the impact of these strategies, this article uses two multi-criteria decision-making
analysis methods: Fuzzy Cognitive Mapping (FCMapper) and Rough Best-Worst Method
(Rough BWM). Few researchers have used rough set theory to improve and enhance the best-

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worst method for not necessarily sustainable decision-making problems. Despite this issue,
none of these studies have simultaneously examined the strategy approach and the concept of
sustainability in rough set theory. One of the advantages of the proposed method is modeling
the uncertainty related to personal evaluations and eliminating the decision maker's subjective
judgment error using the decision-making approach in rough set theory; the inconsistency rate
of the BWM method becomes zero in all stages, indicating that the qualitative judgment in the
comparison has become more accurate and the evaluation errors in the pairwise comparison
process have been eliminated [32].
Developing the best-worst technique using rough set theory, albeit with the approach
introduced in this research, is presented for the first time to determine the weight of criteria and
the importance of marketing strategies in multi-criteria decision-making issues. Accordingly,
first, the Rough BWM method is used to determine the weight and ranking of the strategies,
and then the top rankings in the Rough BWM method are entered into the FCM method for
scenario planning [11]. This map can be used as a graphical representation of the relationships
between features and data and helps us identify hidden patterns and relationships in the data
for scenario planning. The fuzzy cognitive mapping method is known as a powerful tool in the
field of artificial intelligence and data analysis[43]. Also, the decision-making criteria are
selected based on a review of previous theoretical foundations and the opinions of expert
specialists. In this research, using these two multi-criteria decision-making analytical methods,
Tesla is able to measure the impact of sustainable strategies based on product perceived value
on brand loyalty and make necessary improvements in strategies to gain a deeper understanding
of customer needs and preferences, find appropriate solutions to attract loyalty to the Tesla
brand, and as a result, have a strong competitive advantage in the automotive industry.
Additionally, this strategy helps Tesla pursue innovation improve its products and services,
and enhance the market. The approach proposed in this research can easily be used by other
companies.
3- Theoretical Background
Marketing Strategy
A marketing strategy is the marketing logic that a business unit expects to achieve its marketing goals.
In other words, a marketing strategy includes a set of focused but external internal and international
choices about the organization that target its customers in the context of a competitive environment
[23]. Marketing strategies are segmentation, targeting, differentiation, and positioning. But marketing
management is the designed programs of the marketing mix to implement marketing strategies [35].
Based on the provided definitions, it can be asserted that a marketing strategy is a process that enables
an organization to allocate its finite resources to the most promising opportunities, thereby maximizing
sales and establishing a lasting competitive edge. The core principle guiding the marketing strategy
should be customer satisfaction, as it is the primary objective[36]. One of the crucial aims of marketing
initiatives is to fulfill the aspirations of the company's vision. Indeed, a progressive and visionary buyer
is regarded as an embodiment of the organization's vision.

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Sustainability in Marketing Strategy
As previously discussed, marketing is witnessing changes such as sustainability that have made their
way into marketing practices. It is necessary to consider sustainability for developing a marketing
strategy[18]. This means that companies must adopt sustainability into strategic marketing practices.
But on the other hand, developing and implementing it is not easy, because the customer pays attention
to their wants and desires for the marketing strategy to be designed[29]. In addition, integrating
sustainability within marketing strategies is a unique task. Sustainable marketing has been considered
in different ways because customer demand must be met but it does not necessarily have to be in the
customer's language. On the other hand, a sustainable marketing strategy not only leads to added value
for the customer but also creates long-term relationships with customers. This is not only beneficial for
the business but also for society and the environment .
Product Perceived Value
Product perceived value is an important factor that influences consumer behavior and purchasing
decisions. Research shows that perceived value is a multidimensional concept that encompasses various
aspects such as identity value, economic value, functional value, and informational value [31]. Studies
have shown that product perceived value positively affects brand resonance and customer emotional
commitment, and ultimately perceived value has been accepted as a reliable criterion for customer
satisfaction and consequently creating loyalty in them [33]. One of the perceived values is the perceived
interaction of customers; for instance, in service and delivery process there are 3 kinds of interaction:
the customer's interaction with the service provider, the customer's interaction with the service
environment, and the customer's interaction with other customers which all should be considered in
product perceived value [44]. In recent years, the concept of product perceived value has garnered
significant attention within the realm of marketing strategies. This heightened focus can be attributed
to the crucial role that perceived value plays in forecasting consumer purchasing behavior and securing
a competitive edge in the market [8].
Brand Loyalty
Brand loyalty is a key concept in the field of marketing that refers to the level of commitment and deep
connection that customers experience with a brand [12]. This is reinforced by factors such as brand
reputation, product quality, price, and advertising activities, and ultimately leads to increased repeat
purchases [15]. To better understand brand loyalty, basic concepts should be examined. The first
concept is customer experience. Customer experience includes all the communications and interactions
that an individual has had with a brand. This experience can include purchasing products, using services,
interacting with employees, and even other experiences such as advertising and others' opinions about
the brand [2]. If a customer has a positive experience with a brand, they are likely to be loyal to it. In
addition, brand loyalty is built on a positive customer attitude towards a brand driven by quality products
and services over time.
Sustainable Marketing Strategy Based on Product Perceived Value at Tesla
A sustainable marketing strategy is one of the most important factors for the success of any company,
and Tesla has been able to implement unique and innovative strategies in this field. Tesla, an electric

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car manufacturing company headquartered in the United States [37], has focused on producing electric
and technological vehicles. Regarding Tesla, the following strategies can be mentioned :
1. Tesla's sustainable marketing strategy is based on several differentiating factors. The first factor is
quality and focus on superior product value [17]. Tesla produces high-performance and attractively
designed electric vehicles. These vehicles act as a sustainable alternative to fuel vehicles and help
reduce air pollution and dependence on fossil fuel resources. Tesla has also focused on the superior
value of its products [20]. Considering the needs and desires of customers, this company strives to offer
products that have the best performance against maintenance and usage costs .
2. Tesla's meaningful branding is one of the most successful and well-known automotive brands in the
world. Tesla, founded by Elon Musk in 2003, is known as a symbol of advanced technology and
sustainability. Tesla has succeeded in attracting global attention due to its focus on producing high-
performance electric vehicles. One of the key factors in Tesla's branding is offering high-quality and
innovative products[21]. Also, the beautiful and unique design of Tesla vehicles has contributed to
brand recognition and its products.
3. Unparalleled customer experience: Tesla has successfully managed to elevate its customer experience
to a very high level[4]. These include providing smart navigation systems, free software updates, and a
commitment to providing excellent after-sales service .
4. Effective marketing communications: Tesla's marketing communications are highly attractive to
customers and electric vehicle enthusiasts due to their focus on innovative technology and advanced
products. The company has been able to attract a large and passionate community of fans using modern
communication methods, including social media, engaging advertising videos, and special events[20].
In addition, by using a content marketing strategy and sharing valuable and educational content about
electric vehicle technology, Tesla has been able to attract new customers and turn existing customers
into brand ambassadors. Through this method, Tesla has managed to establish a close and lasting
relationship with its customers and gain their trust. Also, Tesla uses various methods in its marketing
communication. For example, by creating direct sales networks without intermediaries, the company
communicates directly with its customers and allows them to purchase their vehicles without needing
local dealerships. This method has reduced costs and increased sales speed.
5. Social responsibility and sustainability: Tesla, by emphasizing social responsibility and
sustainability, contributes to reducing air pollution, using renewable energy, and transforming the
automotive industry. The company is considered a role model in the technology and automotive
industry and helps achieve global goals for environmental protection to align with the environment and
provide sustainable solutions[10].
6. Loyalty and reward: One of Tesla's methods to encourage employee loyalty is offering stock to them.
Tesla allows its employees to directly participate in the company's profits and have a share in the
company's profitability as shareholders. This action not only gives employees a sense of ownership and
value but also encourages them to actively participate in the company's success. In summary, loyalty
and reward play an important role at Tesla in attracting and retaining top talent and encouraging
employees to perform at a high level. By offering stock, reward programs, and career development,
Tesla motivates its employees to contribute to the company's success and growth. These policies are
recognized as one of the key factors in Tesla's success in the automotive industry [9].

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7. Innovation and continuous improvement: Tesla has managed to revolutionize common perceptions
about electric vehicles by designing and producing highly attractive and powerful electric cars. Tesla
vehicles, with their sleek and innovative design, are capable of executing highly complex commands
and have achieved a smarter and safer driving experience using advanced technologies such as self-
driving [16] .
8. Personalized customer experience: Tesla allows its customers to customize their vehicles according
to their personal needs and tastes. This includes choosing the body color, seat material, interior trim,
and material, glass roof, and other details. With this method, customers can have a unique vehicle to
their liking[5].
9. Excellent after-sales service: One of Tesla's outstanding after-sales services is updating vehicle
software. Given that Tesla uses an updatable operating system, customers can easily access the latest
software version. These updates include improved performance, adding new features, and fixing
software bugs. Also, through software updates, Tesla can increase the useful life of vehicles and provide
improved security capabilities. In addition, Tesla has an extraordinary support system for its customers.
If a problem arises in the vehicle, customers can contact Tesla and benefit from their professional and
friendly technical support. Tesla tries to solve problems in the shortest possible time and satisfy its
customers. Also, through online systems and mobile applications, Tesla allows its customers to easily
and conveniently submit support requests and track the status of their requests [1].
10. Technological added value: Tesla is known as an innovative brand in the automotive industry, and
the technological added value offered by electric vehicles and related services creates more appeal for
customers [19].
11. Value-based pricing: In value-based pricing, Tesla first becomes aware of the net value of its
product. This net value includes various factors that can be offered to customers, including performance,
quality, innovation, and user experience. Then, based on this net value, the product price is determined.
In this approach, the product price means confronting the net value, not the cost of production. This
means that Tesla strives to set the price of its products based on the real value it provides to customers,
not based on the cost of production. Value-based pricing at Tesla helps it determine competition based
on performance and competitive advantage rather than competitive pricing. This method allows Tesla
to consider lower prices compared to its competitors because customers receive more value from Tesla
products. Moreover, this approach allows Tesla to earn more revenue and profit compared to its
competitors [6].
12.Valid certificates and approvals: Valid certificates and approvals at Tesla demonstrate the company's
commitment to the quality and safety of its products and services[34] . These valid documents build
customer and consumer confidence in purchasing and using Tesla products and also indicate the
company's efforts to comply with international standards in the automotive industry .
BWM METHOD
Research on applying the BWM method in multi-criteria decision-making is divided into two main
categories. The first category is the use of BWM in cases where the values are precise and unambiguous.
For example, in one of these studies, a three-stage method for supplier selection including pre-selection,
selection, and proposal aggregation has been proposed. In this method, BWM has been used to select

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the best-performing supplier based on pre-selection criteria, and then an aggregation method has been
used to rank suppliers. In contrast, another study has used BWM for direct ranking of cloud services, in
which a scale of 1 to 9 has been used to represent experts' preferences in calculating the weight of
criteria. The second category of research focuses on combining BWM with fuzzy set theories and fuzzy
numbers[26]. In these studies, logical methods for modeling subjective information of experts'
evaluations in BWM have been investigated. In a research study, a hybrid approach combining the Best
Worst Method (BWM) and approximate numbers was employed to collect and analyze expert opinions.
This methodology was pioneered by Pamučar et al., who utilized a combination of rough numbers and
BWM to assess and identify the optimal location for the construction of a wind power plant in Serbia.
In the same year, Stević et al. proposed a combined model for selecting the best type of transportation
truck for logistics companies, which calculated the weighting of eight criteria using R-BWM and
determined the priority order of eight options using the rough SAW method. The results showed that
the developed model is effective for selecting domestic transportation trucks in the paper industry. The
following year, Stević et al. combined R-BWM with rough WASPAS to solve the problem of rough
SAW's excessive sensitivity and applied this method to select the location for constructing traffic
roundabouts to help decision-makers solve traffic problems in Doboj[7].[3] applied the R-BWM
method to the service industry, focusing on evaluating the quality of services provided at international
technology conferences using the SERVQUAL model. The study involved the participation of 104
scientists, and the findings demonstrated that R-BWM was effective in collecting and synthesizing the
opinions of a large number of experts, ultimately determining the optimal weights to represent the
relative significance of the evaluation criteria. However, the R-BWM approach employed in their study
necessitated that all experts select the same best and worst criteria. In contrast, our research utilizes the
R-BWM method proposed by Lu et al., which eliminates the requirement for all experts to choose
identical best and worst criteria.
4- literature review
In this section, similar foreign studies are presented based on the research variables .
Regarding sustainable marketing strategy, research has been conducted that can refer to the relationship
between sustainable marketing strategies and the financial performance of companies in the business
world. The study emphasizes the importance of sustainable marketing that combines customer needs
and responsible approaches and its impact on the satisfaction of shareholders, consumers, and
employees. It also draws attention to the fundamental changes in marketing practices and the need to
consider their impact on the financial performance of companies and provides guidance for companies.
Another study focused on analyzing the factors that can hinder or encourage the implementation of
sustainable marketing at the Wana Karsa Ubud Hotel. The research method was qualitative with a
sample of 22 respondents including hotel staff, customers and guests. Data collection was done through
questionnaires, interviews, observations, and literature study. Data analysis techniques include IE
(internal-external) matrix and SWOT matrix analysis. The results showed that there are feasible
sustainable marketing strategies at the Wana Karsa Ubud Hotel, which include: customer orientation,
customer value, innovative marketing, mission marketing, and social marketing. This research helps
identify specific barriers to successful implementation. Another study aimed to highlight the role of
marketing and sustainable strategy as business disciplines that are focused on developing robust

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strategies to achieve the goals of companies and the United Nations' 2030 Sustainable Development
Goals (SDGs)[28].
(Ahumada-Tello,et al ,2017) In its initial phases, work concentrates on documenting the experiences of
entrepreneurs and organizations from various sectors in Baja California, Mexico, including healthcare,
transportation, electronics, home appliances, restaurants, quality, entrepreneurship, and other pertinent
local industries. The findings of this research suggest that sustainable assumptions based on the 2030
Sustainable Development Goals (SDGs) serve as a reliability parameter that businesses and the private
sector can employ to reassess their conventional objectives and develop strategies centered on
sustainable development[38].
A 2024 study conducted an empirical investigation in the domain of strategic marketing information
system project selection to showcase the advantages and rationale of the proposed methodology. The
research introduces a novel hybrid decision support model that addresses project selection challenges
by integrating the Best-Worst Method (BWM) with the Elimination and Choice Expressing Reality
(ELECTRE) method. The results demonstrate that the application of the BWM-ELECTRE method
consistently yields robust decision-making outcomes, including compromise rankings derived from
both quantitative and qualitative data, as well as the preferences of decision-makers. This study offers
valuable insights for decision-makers in identifying the optimal project and/or superior results among
various relationships, resource constraints, or dynamic environments, thereby contributing to the
scientific literature[39].
Employing situational theory, a study has been carried out to explore sustainable marketing strategies
and their correlation with consumers' perceptions of fit. The research utilized different methods to
examine consumers' perceptions of sustainability fit. Initially, a qualitative pretest was conducted with
88 MBA students, followed by a scenario-based survey administered through an online panel with 546
participants. Furthermore, an experiment involving 185 consumers provides additional evidence of the
impact of sustainability fit on consumer perceptions and company performance. The overall results
indicate that consumers' perceptions of fit are a crucial antecedent to organizational outcomes [41].
Peterson et al. (2021) addressed how companies' sustainable marketing programs may link marketing
programs with consumer values and what consumers prefer in terms of sustainability. Three important
findings show that consumers' environmental values have the greatest impact on consumer support for
sustainable businesses[42]. In a 2018 study, Moyisco investigated the influence of perceived customer
sustainability on customer loyalty across four major industries in a developing country: mobile
telecommunications services, retail banking services, dairy products, and personal care products. The
study employed a comparative approach to analyze the varying degrees of impact in each sector. The
findings reveal that perceived customer sustainability exerts a significant influence on customer loyalty
in all the industries examined. However, the magnitude of this impact was found to be greatest in the
retail banking services sector and least pronounced in the personal care products industry.This research
identifies the dimensions of perceived organizational sustainability that significantly impact customer
loyalty and companies should focus on in their marketing communications to increase customer loyalty.
The research by Jung et al[40] focuses on the sustainable marketing activities of the traditional fashion
market and their performance. The results of structural equation modeling showed that the sustainable
activities of the traditional fashion market have a positive impact on brand image, trust, and satisfaction.
In addition, they have a positive impact on creating brand loyalty. The results provide meaningful

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implications for company executives and marketers to create more effective sustainable management
strategies.
5- Methods
In our research, we used an analytical method called R-BWM, which was introduced by researchers
named Lu et al. This method is unique in that it allows each expert to choose the best and worst criteria
based on their own perspective, thus seeking to integrate different expert perspectives instead of a
unified consensus. This method is implemented in several precise and specific steps.
The precise steps of R-BWM are as follows :
Step 1: Identify N factors
Experts create a complete evaluation framework for discussing the topic that identifies n factors
󰇛󰇜
Step 2: Determine the best and worst factors
In this step, each expert examines the factors identified in the first step based on their expertise and field
of activity and selects the factors that have the most (important) and least (trivial) impact on the topic.
Due to the differences in the experts' backgrounds, the selected factors will not necessarily be the same.
The impact of this step on the results of weight calculation is critical .
Step 3 :
In the third step, we seek to determine two types of vectors: the best to others vector and the others to
worst vector. These vectors help us gain a better understanding of the comparative evaluations in the
decision-making process. The best to others vector contains information that shows how a particular
option performs better than other options, while the others to worst vector shows the performance
differences of options compared to the option with the lowest performance. This information is vital for
our overall understanding of the strengths and weaknesses of different options compared to each other.
Each expert evaluates the relative importance 
of the best factor B to other factors j to obtain the best
to others (BO) vector. This process helps them gain a better understanding of the importance and impact
of factor B relative to other factors in a particular system or model.
Similarly, each expert evaluates the relative importance of other factors 
󰇛󰇜to the worst factor to obtain
the others to worst (OW) vector. This process helps us better understand the mutual impacts of various
factors under unfavorable conditions and thereby make firmer and more accurate decisions.
The relative importance for each factor itself will be one since they are equally important ,

󰇛󰇜󰇡
󰇛󰇜
󰇛󰇜
󰇛󰇜󰇢

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In other words, when we are measuring the importance of a factor compared to itself, we consider the
value of this importance to be equal to one. This means that each factor is of equal importance compared
to itself and does not differ from the other. 
󰇛󰇜 
󰇛󰇜
In the fourth step, we use the approximate number method to obtain approximate best to others and
others to worst vectors (approximate BO and OW vectors). This method helps us obtain a relative
evaluation of the performance of options compared to each other without requiring high accuracy in
calculations.
To generate the BO and OW vectors of all experts, steps one to three can be used; then, using the
numerical approximation method shown in equations one to five, we combine these vectors. Note that
only the information selected by experts with the same best and worst criteria is combinable. The result
of this process will be the approximate BO and OW vectors.
  
 
Step 4: Calculate the best approximate weights
󰇩󰇡󰇢
󰇪 and 

After determining the initial approximate weights for the elements of the RPN network, an effort is
made to minimize the maximum absolute differences between the weights
obtained and the desired weights j. This process can be converted into a linear programming equation
through which the necessary optimization can be performed .
By multiplying the denominator and separating the absolute value, the linear programming is converted
to the equation

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Fuzzy Cognitive Mapping Method
In the world around us, the links and interactions between different elements are so extensive
and complex that mutual influence has become an inevitable reality. To understand and analyze
these complex links, one of the applied methods is the use of fuzzy cognitive maps. These maps
are modeling tools that allow us to describe decision-making within complex systems using a
set of defined concepts. Each of these concepts may represent a specific reality, state, variable,
or property in the system. In summary, cognitive maps are designed as cause-and-effect
diagrams that reflect the specialized views of an expert in a particular field and are used to
analyze the effects of different policies and decisions on achieving the desired goals. Fuzzy
cognitive maps are able to evaluate and calculate the power of influence of cause-and-effect
links between different elements using numerical values in a specified range of 0,1 or -1,1 .
6- Results
Results of the Rough BWM Method
In this section, using the Rough BWM method, the weight and importance of 12 sustainable
marketing strategies based on the perceived value of the product to attract brand loyalty are
determined. First, based on the experts' opinions, the most important (best) and least important
(worst) strategies are determined, where the focus on product quality and superior value (S1)
is the most important and personalization of customer experience (S8) is the least important
strategy. Then, 10 research experts were asked to determine the importance of the best criterion
compared to other criteria based on a 1-9 scale, which is shown in Table 1. Similarly, they were
asked to determine the importance of other criteria compared to the worst criterion, which is
shown in Table 2
Table 1. Best-to-others (BO) vectors
Expert
Best
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10
S11
S12
No.1
S1
1
2
2
5
5
3
6
8
5
6
3
2

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No.2
S1
1
3
2
3
4
2
3
8
4
5
5
4
No.3
S1
1
3
2
4
7
5
5
9
6
7
4
4
No.4
S1
1
2
2
4
3
5
3
7
4
7
5
7
No.5
S1
1
4
2
3
5
3
3
8
5
6
6
4
No.6
S1
1
2
2
5
6
3
5
9
4
7
5
3
No.7
S1
1
2
2
4
5
4
3
9
6
6
3
6
No.8
S1
1
3
3
5
5
2
6
7
6
7
4
2
No.9
S1
1
2
2
4
6
3
3
8
4
6
3
5
No.10
S1
1
3
2
4
5
4
3
8
4
5
6
6
Rough Number
S1
[1,1]
[2.238,2.98]
[2.01,2.19]
[3.687,4.508]
[4.423,5.76]
[2.747,4.08]
[3.3,4.7]
[7.687,8.508]
[4.297,5.32]
[5.747,6.64]
[3.66,5.14]
[3.156,5.457]
Table 2. Others-to-worst (OW) vectors
Expert
Worst
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10
S11
S12
No.1
S8
8
4
4
2
2
4
1
1
2
2
4
5
No.2
S8
8
3
5
4
2
4
4
1
3
2
2
2
No.3
S8
9
4
4
3
1
2
2
1
2
1
3
3
No.4
S8
7
5
4
2
4
2
4
1
2
1
2
1
No.5
S8
8
2
4
3
2
3
4
1
2
1
2
2
No.6
S8
9
5
5
2
2
4
2
1
2
1
2
3
No.7
S8
9
5
4
2
2
3
3
1
1
1
3
1
No.8
S8
7
3
3
2
2
4
2
1
1
1
2
4
No.9
S8
8
5
5
2
2
4
4
1
3
2
3
2
No.10
S8
8
3
5
3
2
3
4
1
2
2
2
2
Rough Number
S8
[7.687,8.508
]
[3.218,4.557
]
[3.937,4.652
]
[2.15,2.875]
[1.821,2.388
]
[2.83,3.748]
[2.325,3.65]
[1,1]
[1.65,2.35]
[1.16,1.64]
[2.15,2.875]
[1.739,3.35]
According to Equation (14), the problem could be represented by a linear programming model.

s.t:
󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅
󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅
󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅 
󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅
󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅
󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅

Received: 16-01-2024 Revised: 12-02-2024 Accepted: 07-03-2024
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

󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅 
󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅
󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅
󰈅󰇛󰇜
󰇛󰇜󰇟󰇠󰈅
      
   ,    ,    ,…,    ,   
The weights of all factors could be obtained by solving the above linear programming problem, as
shown in Table 3.
Table 3. Results of calculating the criteria weights.
Rough weight
Crisp weight
rank
S1
[0.2364,0.2412]
0.2388
1
S2
[0.0972,0.1354]
0.1163
3
S3
[0.1281,0.1379]
0.1330
2
S4
[0.0486,0.0741]
0.0614
8
S5
[0.0385,0.0602]
0.0494
10
S6
[0.0673,0.1052]
0.0863
4
S7
[0.0574,0.0844]
0.0709
5
S8
[0.0268,0.0289]
0.0279
12
S9
[0.0417,0.0622]
0.0520
9
S10
[0.0338,0.0381]
0.0360
11
S11
[0.052,0.0748]
0.0634
7
S12
[0.0408,0.089]
0.0649
6
According to the results of the rough BWM method, the criterion of focus on product quality and
superior value (S1) with a weight of 0.2388 has obtained the first rank. Tesla, as a leading company in
the electric vehicle industry, focuses on the quality and superior value of its products. This strategy
allows Tesla to offer products with high performance, innovative design, and advanced technology,
which attracts customers' attention and trust. The high quality and superior value of Tesla's products,
such as durable batteries and advanced self-driving systems, attract customers to the brand and ensure
their loyalty. The criterion of excellent customer experience (S3) with a weight of 0.133 has obtained
the second rank because Tesla emphasizes providing an excellent customer experience. This includes
direct communication with customers through its own stores and after-sales services. Tesla improves
the car ownership experience by using remote update software and providing services such as low-cost
and simple maintenance. This makes customers feel that they are part of an innovative and leading
community, thus strengthening their loyalty to the brand. Finally, meaningful branding (S2) with a
weight of 0.1163 has obtained the third rank. Meaningful branding at Tesla not only focuses on high-

Received: 16-01-2024 Revised: 12-02-2024 Accepted: 07-03-2024
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quality products but also emphasizes brand values. Tesla is not only recognized as a car manufacturer
but also as a symbol of progress and environmental sustainability. This branding allows customers to
align themselves with these values by purchasing Tesla products, which in turn creates deeper loyalty
to the brand .
Results of the Fuzzy Cognitive Map
In this section, using the fuzzy cognitive mapping method[1], the relationships between the
research factors are analyzed based on their relationships. First, a questionnaire (matrix) was
formed to examine the impact of criteria on each other based on the range [-1,1] and was
provided to the experts. After responding to the questionnaires, they were combined using the
arithmetic mean method, which is shown in Table 4 under the title of adjacency matrix. In this
table, the numbers are within the range [-1,1]. If the number is positive, it indicates a positive
impact, and if the number is negative, it indicates a negative impact. In this research, all the
impacts are in a positive direction, meaning that with the increase of one criterion, a positive
effect occurs on the other criterion .
Table 4: Criteria Adjacency Matrix
S1
S2
S3
S4
S5
S6
S7
S8
S9
S10
S11
S12
S1
0.00
0.99
0.82
0.73
0.67
0.62
0.84
0.46
0.71
0.65
0.69
0.32
S2
0.79
0.00
0.68
0.48
0.81
0.73
0.00
0.56
0.73
0.00
0.00
0.44
S3
0.20
0.67
0.00
0.00
0.23
0.81
0.71
0.29
0.81
0.34
0.67
0.00
S4
0.24
0.59
0.59
0.00
0.27
0.43
0.50
0.00
0.69
0.00
0.70
0.00
S5
0.40
0.78
0.59
0.47
0.00
0.72
0.63
0.00
0.69
0.00
0.60
0.00
S6
0.29
0.82
0.70
0.56
0.70
0.00
0.00
0.00
0.78
0.00
0.57
0.00
S7
0.60
0.67
0.71
0.00
0.60
0.74
0.00
0.00
0.81
0.00
0.71
0.19
S8
0.70
0.84
0.77
0.00
0.00
0.61
0.40
0.00
0.82
0.64
0.70
0.00
S9
0.00
0.73
0.81
0.19
0.00
0.81
0.00
0.00
0.00
0.00
0.00
0.00
S10
0.31
0.77
0.74
0.00
0.41
0.29
0.31
0.00
0.00
0.00
0.00
0.00
S11
0.80
0.80
0.80
0.00
0.08
0.72
0.61
0.00
0.00
0.00
0.00
0.00
S12
0.93
0.71
0.58
0.00
0.18
0.00
0.80
0.00
0.75
0.00
0.62
0.00
Further analysis is performed using the FCMapper software. One of the outputs is the type of criteria in
terms of Transmitter, Receiver, and Ordinary, which is shown in Figure 2. Based on this, all criteria
(100 percent) are of the Ordinary type, meaning they are both influential and influenced. The intensity
of Outdegree, Indegree, and Centrality of the criteria is also shown in Table 5. The ranking of criteria
in this section is provided based on Centrality, which shows that it is in line with the ranking results in
the BWM method (Table 3) .

Received: 16-01-2024 Revised: 12-02-2024 Accepted: 07-03-2024
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Fig1. Fuzzy Cognitive Map (FCM)
Scenario Writing
In scenario writing in FCMapper, there are several points and considerations, including that an
initial scenario is defined by the software, during which the steady state of the system is
calculated and it states that if all factors remain constant, where the system will go. As a result,
the scenarios presented by the researchers are compared with this scenario. Another point is
that in scenario writing in FCMapper, the interval [0,1] is used to fix the value of the desired
factor. In this way, the desired factor will be kept constant at the defined value and will block
the effect of internal relationships that cause its decrease or increase. The last point is that to
determine the amount of change in the comparison between the results of the researchers'
scenarios and the constant scenario, the system has defined codes in Table 6. In this research,
for scenario writing, the criteria that have a higher rank in BWM are selected. Based on the
results of the BWM method, the three criteria S1, S2, and S3 have the highest ranks, which
have obtained approximately 50 percent of the total importance, so the scenario writing is done
around these three criteria. First, the scenario analysis path should be specified. Accordingly,
the criteria that affect these three criteria are identified, and in the FCMapper software, the
impact on these three criteria is examined by removing each of the influencing criteria to
determine the scenario analysis path. The results are shown in Figure 3 .

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Figure 2: the type of variable
Table 5. Results of the scenarios
Criteria
Outdegree
Indegree
Centrality
Rank
S1
7.47
5.24
12.71
2
S2
5.20
8.34
13.54
1
S3
4.71
7.75
12.46
3
S4
3.98
2.42
6.39
10
S5
4.85
3.93
8.78
8
S6
4.41
6.45
10.86
4
S7
5.02
4.78
9.80
5
S8
5.45
1.31
6.76
9
S9
2.53
6.77
9.29
6
S10
2.82
1.63
4.45
12
S11
3.78
5.24
9.02
7
S12
4.55
0.94
5.49
11
Table 6: Factors variability spectrum
Code
Description of changes
0
Set in zero
1
Set to 1 in scenario
2
High positive Change
3
Medium positive Change
4
Low positive Change
5
Very Low positive Change
6
High Negative Change
7
Medium Negative Change
8
Low Negative Change
0 0
100
0
20
40
60
80
100
120
% Transmitter % Receiver % Ordinary

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9
Very Low Negative Change
10
no change
Figure3. the scenario paths
According to the results of the scenarios shown in Table 7, it shows that with the change of the
criterion of focus on product quality and superior value (S1), a very small positive change
occurs on other criteria. Also, based on Figure 3, for scenario A, in order to achieve focus on
product quality and superior value (S1), special attention should be paid to the criterion of
meaningful branding (S2) because it has a very large impact on criterion S1. Based on scenario
B, with the change of the criterion of meaningful branding (S2), a very small positive change
occurs on other criteria, and since criterion S1 has a large impact on criterion S2, in order to
achieve meaningful branding (S2), special attention should be paid to the criterion of focus on
product quality and superior value (S1). Based on scenario C, with the change of the criterion
of excellent customer experience (S3), a very small positive change occurs on other criteria.
Also, in this scenario, the two criteria of focus on product quality and superior value (S1) and
meaningful branding (S2) are very important. In scenario C, the condition for achieving
excellent customer experience (S5) is paying special attention to the two criteria of focus on
product quality and superior value (S1) and meaningful branding (S2) .
Table 7. Results of the scenarios
code
results of
scenario
Base
results of
scenario
A
results of
scenario B
results of
scenario C
Code
Change
scenario A
Code
Change
scenario B
Code
Change
scenario C
S1
0.9994810
1.0000000
0.9994811
0.9994811
1
5
5
S2
0.9996114
0.9996115
1.0000000
0.9996115
5
1
5
S3
0.9995915
0.9995916
0.9995916
1.0000000
5
5
1
S4
0.9989763
0.9989766
0.9989766
0.9989766
5
5
5
S5
0.9968363
0.9968369
0.9968368
0.9968368
5
5
5
S6
0.9992411
0.9992413
0.9992413
0.9992413
5
5
5
S7
0.9992023
0.9992026
0.9992025
0.9992025
5
5
5
S8
0.9991445
0.9991447
0.9991447
0.9991448
5
5
5
S9
0.9989021
0.9989025
0.9989023
0.9989024
5
5
5
S10
0.9981360
0.9981364
0.9981363
0.9981363
5
5
5
S11
0.9993596
0.9993599
0.9993598
0.9993598
5
5
5
S12
0.9989862
0.9989866
0.9989865
0.9989865
5
5
5
S2
S1
S1
S2
S2
S1
S3
Scenario A
Scenario B
Scenario C

Received: 16-01-2024 Revised: 12-02-2024 Accepted: 07-03-2024
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Conclusion
In this research, the sustainable marketing strategy based on perceived product value to attract
brand loyalty in Tesla was investigated using the Rough BWM and FCM methods. First, 12
strategies extracted from the research background were weighted and ranked using the BWM
method. The results showed that the criterion of focus on product quality and superior value
(S1) with a weight of 0.2388 obtained the first rank, the criterion of excellent customer
experience (S3) with a weight of 0.133 obtained the second rank, and meaningful branding
(S2) with a weight of 0.1163 obtained the third rank. In fact, these three strategies alone have
obtained nearly 50 percent of the total importance. These three strategies lead to gaining
competitive advantage in the market, attracting and retaining customers, and increasing market
share because the electric vehicle market is highly competitive. Focus on quality, customer
experience, and branding helps Tesla remain a leader in this competitive market and stay ahead
of its competitors. On the other hand, these three strategies help attract new customers,
especially those looking for high-quality, sustainable, and innovative vehicles. It also helps
retain current customers and encourage them to repurchase Tesla products by providing an
excellent experience and creating a sense of loyalty. Focusing on these three strategies also
helps Tesla increase its share in the electric vehicle market. By offering high-quality and
valuable products, providing an excellent experience to customers, and creating a strong brand,
Tesla can be recognized as a leading brand in this industry and attract more customers.
Practical Suggestions
Considering the superior criteria you mentioned, practical suggestions for evaluating the
sustainable marketing strategy based on perceived product value in attracting brand loyalty at
Tesla are as follows:
1. Strengthening product quality and value (S1): Tesla should strive to maximize the quality of
its products and provide more value to its customers. This can include improving technology,
innovation in design, and providing after-sales services.
2. Creating an excellent customer experience (S3): Tesla should improve its customer
experience and strive to provide its customers with an excellent experience of purchasing and
using its products. This can include building close relationships with customers, providing fast
and efficient customer service, and improving the product purchase and delivery process.
3. Enhancing meaningful branding (S2): Tesla should focus on meaningful branding and create
a deep connection with its customers. Meaningful branding involves connecting with
customers' values and motivations, offering products and services that align with them, and
creating greater awareness about the environment and sustainability .
4.Using market research methods: Tesla should carefully examine customer opinions and needs
using market research methods. This information can help Tesla improve its marketing strategy
based on the actual needs and values of customers.

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5. Improving customer communication: Tesla should have continuous and active
communication with its customers. This communication can include sending relevant
newsletters, providing up-to-date information about products and services, and effective
communication on social networks.
Other strategies such as loyalty and reward, innovation and continuous improvement, etc. are
also important in Tesla, but the three top strategies that accounted for a high percentage of
importance also lead to improvement in all other strategies. This result is also evident in the
FCM method. Based on the results of the FCM method, Tesla's scenarios revolve around the
three strategies S1, S2, and S3, and in a way, these three strategies have a positive impact on
all other strategies as well . Additional details and examples are provided in Table 8, for the
practical suggestions to increase brand loyalty at Tesla :
Table 8. Additional details and examples for increasing brand loyalty
Suggestion
Example
Tool
Focus on
Product
Quality and
Superior
Value
Continuous Innovation
Invest in research and
development to develop
more efficient batteries,
increase driving range, and
introduce more advanced
self-driving features
Establish an innovation council
consisting of employees,
customers, and industry experts
to gather ideas and feedback on
new product innovations
Rigorous Quality
Control
Implement strict testing
and inspection processes at
all stages of production
Use advanced technologies such
as robotics and machine vision
to identify and correct defects
Offer Strong
Warranties
Provide long-term,
comprehensive warranties
for all major vehicle
components
Offer superior after-sales
service programs that include
preventive maintenance and
roadside assistance
Loyalty Programs
Create a tiered loyalty
program that rewards
customers for repeat
purchases, referrals, and
engagement with the brand
Use a CRM platform to track
customer interactions and
deliver personalized offers and
rewards
Deliver
Exceptional
Customer
Experience
Unparalleled Customer
Service
Hire and train highly
knowledgeable and skilled
customer service
representatives.
Offer multiple customer support
channels, such as online chat,
email, and phone
Hassle-Free Ownership
Offer a wide network of
service centers for
maintenance and repairs
Use a mobile app that allows
customers to schedule service
appointments, track repair
status, and communicate with
service centers

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Building a community
Create an online or
physical community for
Tesla owners to share
experiences and support
each other
Host social events and activities
for Tesla owners
Meaningful
Branding
Strong Brand Narrative
Clearly and compellingly
communicate Tesla's
mission to accelerate the
transition to sustainable
transportation and
innovate the automotive
industry
Use storytelling, content
marketing, and public relations
to share Tesla's brand story with
target audiences
Social Responsibility
Support environmental
organizations and
educational initiatives
Engage Tesla employees in
community service projects and
match employee donations
Unique Brand
Experiences
Offer exclusive driving
experiences, such as track
events or road trips
Create creative and engaging
spaces in Tesla stores and
service centers
Brand Advocates
Partner with celebrities,
influencers, and
organizations that align
with Tesla's target
audiences
Use affiliate marketing and
endorsement programs to
leverage the power of brand
advocates
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