Brand Value and Firm Performance Nexus:An Empirical Study
Most of the extant research on brand equity has looked at the issue from the perspective of either the consumer or the corporation.This research proposed an integrated approach to brand equity management by utilizing both financial and customer-based approach.Studies have validated the effect of brand equity on the value of the firm and addressed the capital market effects of intangible associations such as economic value added and market value added.Yet, no sufficient evidence exists on the impact of corporate profitability.This study investigated the impact of brand equity on corporate fimancial performance and the value drivers in convenience store chains.The research built on three main pillars.First, the research investigated the effect of brand equity and the relationship with corporate profitability/EVA/MVA.Secondly, the research identified the constructs and attributes of brand equity based on customers” perspectives.Thirdly, the research built a causal structure model to link the brand equity constructs to brand financial performance.The results showed:1) Brand equity has effect of price prestige driver and loyalty driver.2) There is a contemporaneous relationship between band value, profitability, EVA and MVA.However,the impact of brand value on profitability is not significant.3) Service quality, perceived value, customer satisfaction and brand loyalty are all positively related to brand equity;especially perceived value shows 0.712 direct effects on brand equity.
brand brand equity brand value brand constructs brand attributes price prestige driver loyalty driver EVA MVA corporate profitability perceived value customer satisfaction brand loyalty convenience store chains
James C.Chan Selina Wu
School of Business Soochow University Topco Scientific Co.
国内会议
海峡两岸资产评估理论与实务研讨会暨第十届全国资产评估教育发展论坛
武汉
英文
1-25
2015-08-01（万方平台首次上网日期，不代表论文的发表时间）