This research focuses on consumer perceptions that are developed on the basis of a firm’s advertising appeals as well as other factors. In conceptualizing brand-image perceptions, the authors extend the frequent use of productrelated images to include corporate and country images attached to brands. The authors report findings based on secondary economic and cultural data at the macro level and the results of a global brand-image survey conducted in the top 20 international automobile markets at the individual level. The findings suggest that while consumers’ attitudes toward corporate image and country image exert main effects on their brand purchase behavior, the effects of certain product-image appeals are moderated by sociodemographics and national cultural characteristics. The empirical results are broadly supportive of the proposed hypotheses and provide a consumer-based extension of Roth’s work on global brand image.

C redit-risk evaluation is a very challenging and important management science problem in the domain of financial analysis. Many classification methods have been suggested in the literature to tackle this problem. Neural networks, especially, have received a lot of attention because of their universal approximation property. However, a major drawback associated with the use of neural networks for decision making is their lack of explanation capability. While they can achieve a high predictive accuracy rate, the reasoning behind how they reach their decisions is not readily available. In this paper, we present the results from analysing three real-life credit-risk data sets using neural network rule extraction techniques. Clarifying the neural network decisions by explanatory rules that capture the learned knowledge embedded in the networks can help the credit-risk manager in explaining why a particular applicant is classified as either bad or good. Furthermore, we also discuss how these rules can be visualized as a decision table in a compact and intuitive graphical format that facilitates easy consultation. It is concluded that neural network rule extraction and decision tables are powerful management tools that allow us to build advanced and userfriendly decision-support systems for credit-risk evaluation.

Feature selection is an integral part of most learning algorithms. Due to the existence of irrelevant and redundant attributes, by selecting only the relevant attributes of the data, higher predictive accuracy can be expected from a machine learning method. In this paper, we propose the use of a three-layer feedforward neural network to select those input attributes that are most useful for discriminating classes in a given set of input patterns. A network pruning algorithm is the foundation of the proposed algorithm. By adding a penalty term to the error function of the network, redundant network connections can be distinguished from those relevant ones by their small weights when the network training process has been completed. A simple criterion to remove an attribute based on the accuracy rate of the network is developed. The network is retrained after removal of an attribute, and the selection process is repeated until no attribute meets the criterion for removal. Our experimental results suggest that the proposed method works very well on a wide variety of classification problems.

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