La popularidad de las marcas y su valor económico en el marco de las finanzas corporativas: un análisis de aprendizaje máquina

Over time, the brand has played a significant role in the business sphere, the perception of commercial image, and added value. This study is focused on exploring the components of brand value from a diagnosis and machine learning techniques to develop a series of models associated with the dimensions of perceived brand value from a more current concept of popularity. The machine learning methodology prioritizes prediction over inference. Unlike classical statistics, it does not impose a specification or a theory, where a model is required to be specified; this represents an alternative dynamic way to understand how one of the most critical resources of companies is present in the market, which undoubtedly has repercussions on the financial and risk management of the company. The results obtained through three different machine learning techniques show that the eleven variables proposed in the study positively influence brand popularity with different intensities. © 2023 Universidad Nacional Autonoma de Mexico. All rights reserved.