Top corporate brands and the global structure of country brand positioning: An AutoCM ANN approach

作者：

Highlights：

• We develop an ANN-based approach to the analysis of country and top corporate brands.

• We find that Germany is the hub in the global MST positioning of country brands.

• We find that the USA is marginally positioned in the same global MST.

• We reconstruct the global topology of MST country positioning.

摘要

•We develop an ANN-based approach to the analysis of country and top corporate brands.•We find that Germany is the hub in the global MST positioning of country brands.•We find that the USA is marginally positioned in the same global MST.•We reconstruct the global topology of MST country positioning.

论文关键词：Country brand,Country image,Corporate brand,AutoCM ANN,Minimum spanning tree,Maximum regular graph

论文评审过程：Received 30 April 2016, Revised 18 August 2016, Accepted 19 August 2016, Available online 3 September 2016, Version of Record 12 September 2016.

论文官网地址：https://doi.org/10.1016/j.eswa.2016.08.054