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Title Brand management and macroeconomic stability of the country
Authors Bilan, Yurii Valentynovych  
Lieonov, Serhii Viacheslavovych  
Liulov, Oleksii Valentynovych  
Pimonenko, Tetiana Volodymyrivna  
ORCID http://orcid.org/0000-0003-0268-009X
http://orcid.org/0000-0001-5639-3008
http://orcid.org/0000-0002-4865-7306
http://orcid.org/0000-0001-6442-3684
Keywords імідж
имидж
image
конкурентоспроможність
конкурентоспособность
competitiveness
стабільність
стабильность
stability
маркетинг
marketing
управління
управление
management
кореляція
корреляция
correlation
Type Article
Date of Issue 2019
URI https://essuir.sumdu.edu.ua/handle/123456789/80221
Publisher Interdisciplinary Centre for Mathematical and Computational Modelling UW
License Copyright not evaluated
Citation Bilan, Y. Brand management and macroeconomic stability of the country [Текст] / Y. Bilan, S. Lyeonov, O. Lyulyov, T. Pimonenko // Polish Journal of Management Studies. - 2019. - № 19(2). - P. 61-74. - DOI: 10.17512/pjms.2019.19.2.05.
Abstract 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.
Appears in Collections: Наукові видання (ННІ ФЕМ)

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