BRAND MANAGEMENT AND MACROECONOMIC STABILITY OF THE COUNTRY

被引：35

作者：

Bilan, Y. ^{[1
]}

Lyeonov, S. ^{[2
]}

Lyulyov, O. ^{[3
]}

Pimonenko, T. ^{[4
]}

机构：

[1] Univ Social Sci, Warsaw, Poland

[2] Sumy State Univ, Econ Cybernet Dept, Sumy, Ukraine

[3] Sumy State Univ, Sumy, Ukraine

[4] Sumy State Univ, Dept Econ Entrepreneurship & Business Adm, Sumy, Ukraine

来源：

POLISH JOURNAL OF MANAGEMENT STUDIES | 2019年 / 19卷 / 02期

关键词：

image; competitiveness; stability; marketing; management; correlation;

D O I：

10.17512/pjms.2019.19.2.05

中图分类号：

C93 [管理学];

学科分类号：

12 ; 1201 ; 1202 ; 120202 ;

摘要：

The paper deals with an analysis of linking between brand's factors and macroeconomic stability. For this purpose, the authors have checked two hypotheses such as multicollinearity between social-value determinants which form the country's brand and linking between social-value determinants of the brand and country's macroeconomic stability. The object of analysis deals with Lithuania, Latvia, Croatia, Bulgaria, Poland, Romania (the latest countries which joined the EU) and Ukraine. The dataset for analysis is obtained from Hofstede Insights (2018), World Data Bank, United Nations, Freedom House, etc. The methods adopted for this study are Pearson's correlation coefficient and Generalized Least Squares model. The findings have proved the indicated hypotheses. Thus, the government should develop the strategy to manage the social-value determinates of a country's brand with a purpose to achieve macroeconomic stability.

引用

页码：61 / 74

页数：14

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