Acta PsychologicaNowadays, Digital Corporate Social Responsibility (DCSR) affects a firm's performance by shaping much more than how people intend to buy the product or how loyal they are to the brand.
Manzar Rehman +6 more
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Formation of the company’s brand capital on the basis of different value assessment approaches
Путеводитель предпринимателя, 2020 The article deals with the formation of brand capital, the analysis of individual methods of valuation used in the practice of Young & Rubicam, Interbrand, Millward Brown.
E. A. Sinelnikova, N. I. Markina
doaj
Tangible assets (manufacturing assets, land, buildings and financial assets) have always been regarded as the main source of business value. However, market conditions in the last quarter of the twentieth century showed that a company’s value is not made
Tatjana Antic +2 more
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Trade company brand power as a post-integrations competitiveness factor [PDF]
Anali Ekonomskog fakulteta u Subotici, 2014 A brand is an identification card offered by the company to other participants in the competitive arena to differentiate itself, a comprehensive commitment by the trade company; company face presented to consumers and to the world.
Pejanović Stanka
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Valuation of brands and intellectual capital [PDF]
In this paper we review several methods used for valuing brands. Among them, those of Interbrand, Damodaran, Financial World, Houlihan Valuation Advisors, Market Facts, Young & Rubicam and CDB Research & Consulting. In particular, we analyze in depth the
Fernández, Pablo
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Brand governance: the new agenda in brand management
, 2010 The author reflects on brand governance as a strategic importance in brand management. The author discusses the growing awareness concerning brand valuation that resulted to the estimation of balance sheets value by consumer goods companies.
Helm, C. +3 more
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Proposta de um modelo para valoração econômica de marcas (brand valuation) de empresas brasileiras de capital fechado, sem comparáveis de capital aberto, através do modelo de opções reais: o caso do Instituto Cenecista Fayal de Ensino Superior - IFES [PDF]
, 2007 Tese (doutorado) - Universidade Federal de Santa Catarina, Centro Tecnológico. Programa de Pós-Graduação em Engenharia de Produção.Este trabalho teve como intenção básica apresentar uma metodologia de mensuração do valor econômico de marcas de empresas ...
Tomazoni, Tarcísio
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Integrating sustainability into brand valuation models: an integrative literature review [PDF]
European Journal of Management and Business EconomicsPurposeGiven the mixed findings in the literature regarding the impact of sustainability on brand value, this study aims to clarify the debate by analyzing and synthesizing existing research. We focus on the metrics used to assess both sustainability and
Gabriela Salinas, Carmen Abril
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A study on the association between brand awareness and consumer/brand loyalty for the packaged milk industry in Pakistan [PDF]
Brand awareness remains fundamental to consumer life as the interaction initiation point to the brands. This paper put forwards the relationship of brand awareness on consumer/brand loyalty in the packaged milk brands in the urban Pakistan.
Osman, Ms. Amber +1 more
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Do Advertising Efficiency and Brand Reputation Matter: Evidence From Super Bowl Advertising
Marketing Management Journal, 2013 This study investigates the relationship between firm capabilities and the market valuation of Super Bowl advertisers. First, we track the stock market reactions to Super Bowl advertising. Event study results show that Super Bowl advertising from 2005 to
JIN-WOO KIM +2 more
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