An Empirical Study Based on Artificial Intelligence for Determining Brand Value Based on Financial Data

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ŞENGÜLER H., Inel M. N.

SOSYOEKONOMI, cilt.30, sa.53, ss.395-424, 2022 (ESCI) identifier identifier identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 30 Sayı: 53
  • Basım Tarihi: 2022
  • Doi Numarası: 10.17233/sosyoekonomi.2022.03.20
  • Dergi Adı: SOSYOEKONOMI
  • Derginin Tarandığı İndeksler: Emerging Sources Citation Index (ESCI), Scopus, TR DİZİN (ULAKBİM)
  • Sayfa Sayıları: ss.395-424
  • Anahtar Kelimeler: Brand, Brand Value, Artificial Intelligence, Artificial Neural Networks, NEURAL-NETWORKS, EQUITY
  • Marmara Üniversitesi Adresli: Evet

Özet

Brand value is determined by financial methods, methods based on consumer behaviour, and mixed methods in which these two methods are used together. In the study, after determining the appropriate variables of the financial techniques that define the brand value, it is aimed to approach the brand value determined by the "Brand Finance" firm with artificial neural networks by using these variables and selecting the most appropriate model. R-square, MAPE and RMSE values of the models built with artificial neural networks were determined, and the models were compared. These values were interpreted and stated that the models were good.