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In today's highly competitive airline market, having a preferable corporate image is acknowledged as having a positive impact customer loyalty. Corporate image is a powerful way to differentiate a company from its competitors and to stimulate purchasing. In the past, corporate image was a vague concept, difficult to measure quantitatively. Here we propose a fuzzy Multi Criteria Decision Making (MCDM) model which can quantify corporate image and reputation, thus making it easier for managementdoi:10.13033/isahp.y2009.004 fatcat:glla4ppyyfgczcdvlksbs3v3wy