Brand equity, risk and return in Latin America

Oliveira, Marta Olivia Rovedder de; Stefanan, Aline Armanini; Löbler, Mauri Leodir

doi:10.1108/jpbm-02-2017-1418

Cited by 16 publications

(20 citation statements)

References 69 publications

Supporting

Mentioning

Contrasting

Unclassified

Order By: Relevance

“…Despite the pivotal position of the brand in marketing concepts, brand equity measuring as a concept is still among the tasks on the researchers' agenda (Oliveira et al 2018). It is still not clear how to identify the borders between brand connected concepts, for instance, brand equity and brand value are still used synonymously (El Zein et al 2019).…”

Section: Brand-share Return Relationshipmentioning

confidence: 99%

Brand and Firm Value: Evidence from Arab Emerging Markets

2021

View full text Add to dashboard Cite

This study aims to estimate the impact of brand as the most important intangible marketing asset on firm value, measured by share return in some Arab emerging market, as well analyze the moderating role of agency costs in the relationship between share return and brand. We use the Ohlson model of valuation with a sample of the most traded companies on four markets under study. The panel data regression results show a significant impact of brand on return as well as agency costs that promote the valuation model power, meaning that good corporate governance increases the degree of marketing investment efficiency in value creation. Our findings support the literature relating to the residual earnings valuation model. Furthermore, the results confirm the informative content of marketing application besides the traditional accounting figures as a promising approach for firm valuation.

show abstract

Section: Brand-share Return Relationshipmentioning

confidence: 99%

Brand and Firm Value: Evidence from Arab Emerging Markets

2021

View full text Add to dashboard Cite

show abstract

“…is paper thereby treats brand equity and brand value equally. Also, these two terms can be used interchangeably and high brand equity means a valuable brand [60]. Furthermore, higher brand equity of a firm is called strong brand, otherwise it is a weak brand.…”

Section: 32mentioning

confidence: 99%

The Effect of Product-Harm Crises on the Financial Value of Firms under the Concept of Green Development

Yang

Dong

2021

Complexity

View full text Add to dashboard Cite

Product-harm crises can trigger product recalls or product discards, which is very likely to cause secondary pollution to the environment. Also, these crises may harm customers’ health and threaten firms’ survival. To foster low-carbon economy and green development in such complex systems, this paper studies the internal mechanism of the product crisis and its impact on the firm value. It proposes a two-stage model to avoid the endogeneity of product-harm crises. In the first stage, this paper assesses the effect of firms’ leverage on their capacity to produce higher quality products. In the second stage, this paper conducts the impact of these crises on stock prices. Then, it depicts the financial effects of product-harm crises over time, and analyzes the differences of such effects based on brand equity. Results show that book leverage can positively impact firms’ capacity to produce high-quality products. In addition, the market’s response to product-harm crises is significant at 1% level, and with the increase in severity, the market reaction is more prominent. Furthermore, its negative effect is persistent for a firm experiencing a severe crisis. Luckily, brand equity can mitigate this negative impact. These findings provide some ways to improve product performance and firm value in the green context.

show abstract

“…The findings indicate that marketing investment reduces the risk associated with the company's capital market activities, especially in emerging markets that have higher risk due to economic and political uncertainty. Therefore, an efficient marketing investment company can ensure a more stable price of their financial assets in the capital market [24].…”

Section: Marketing Investment and Firm Valuementioning

confidence: 99%

The Effect of Marketing Investment on Firm Value and Systematic Risk

Mousa¹,

Nosratabadi²,

Sági³

et al. 2021

Preprint

View full text Add to dashboard Cite

Analyzing the financial benefit of marketing is still a critical topic for both practitioners and researchers. Companies consider marketing costs as a type of investment and expect this investment to be returned to the company in the form of profit. On the other hand, companies adopt different innovative strategies to increase their value. Therefore, this study aims to test the impact of marketing investment on firm value and systematic risk. To do so, data related to four Arabic emerging markets during the period 2010–2019 are considered, and firm share price and beta share are considered to measure firm value and systematic risk, respectively. Since a firm’s ownership concentration is a determinant factor in firm value and systematic risk, this variable is considered a moderated variable in the relationship between marketing investment and firm value and systematic risk. The findings of the study, using panel data regression, indicate that increasing investment in marketing has a positive effect on the firm value valuation model. It is also found that the ownership concentration variable has a reinforcing role in the relationship between marketing investment and firm value. It is also disclosed that it moderates the systematic risk aligned with the monitoring impact of controlling shareholders. This study provides a logical combination of governance–marketing dimensions to interpret performance indicators in the capital market.

show abstract

Brand equity, risk and return in Latin America

Cited by 16 publications

References 69 publications

Brand and Firm Value: Evidence from Arab Emerging Markets

Brand and Firm Value: Evidence from Arab Emerging Markets

The Effect of Product-Harm Crises on the Financial Value of Firms under the Concept of Green Development

The Effect of Marketing Investment on Firm Value and Systematic Risk

Contact Info

Product

Resources

About