Brand value creation: Analysis of the interbrand-business week brand value rankings

Chu, Singfat and Keh, Hean Tat (2006) Brand value creation: Analysis of the interbrand-business week brand value rankings. Marketing Letters, 17 4: 323-333. doi:10.1007/s11002-006-9407-6

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Author Chu, Singfat
Keh, Hean Tat
Title Brand value creation: Analysis of the interbrand-business week brand value rankings
Journal name Marketing Letters   Check publisher's open access policy
ISSN 0923-0645
1573-059X
Publication date 2006-12
Sub-type Article (original research)
DOI 10.1007/s11002-006-9407-6
Volume 17
Issue 4
Start page 323
End page 333
Total pages 11
Place of publication New York, United States
Publisher Springer New York LLC
Language eng
Formatted abstract
Brand value has become an important corporate performance metric, as can be observed from the close following of the annual Top 100 Brand Values ranked by brand consultancy firm Interbrand and reported in Business Week. In this study, we employ a simultaneous equations model to examine the non-linear influence of lagged advertising, marketing promotions and R&D expenses on brand value after controlling for net income and lagged brand valuation. We infer that these lagged expenses yield diminishing returns to brand value. The effect of R&D expense is the weakest, possibly because it is confounded with the advertising and promotional effects. Differences across industry segments or country base are not statistically significant.
© Springer Science + Business Media, LLC 2006.
Keyword Advertising
Brand value
Promotions
R&D
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ

Document type: Journal Article
Sub-type: Article (original research)
Collections: ERA 2012 Admin Only
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 32 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 51 times in Scopus Article | Citations
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Created: Thu, 07 Apr 2011, 12:36:07 EST by Karen Morgan on behalf of UQ Business School