Evaluating Art Licensing for Digital Archives Using Fuzzy Integral

Abstract

Determining how to evaluate the art licensing model is a complex multi-criteria decision making (MCDM) problem. This study explores the critical factors influencing art licensing in the art and creative industry because this industry has potential contributions to a high value-added cultural economy in Taiwan. Due to the high cultural value of the National Palace Museum and the uniqueness of its cultural relics, this study takes it as an empirical case. The decision hierarchy is constructed based on a literature review and expert interviews. Furthermore, we used the fuzzy integral to calculate the weights and overall performance of the three licensing models. The empirical results illustrate that both brand licensing and image licensing groups emphasized the aspect of market environment as the primary consideration for licensing model selection. In particular, respondents considered that the adoption of a brand licensing model could facilitate the achievement of better overall performance value. The reason is that brand licensing made the company’s brand visible by imprinting the brand names of both the National Palace Museum and the company on products. This study can be used as reference model for the evaluation of art licensing by enterprises in the future.