search query: @author Sethuraman, R. / total: 4
reference: 3 / 4
| Author: | Kerin, R. Sethuraman, R. |
| Title: | Exploring the brand value-shareholder value nexus for consumer goods companies |
| Journal: | Journal of the Academy of Marketing Science
1998 : FALL, VOL. 26:4, p. 260-273 |
| Index terms: | COMPANIES BRAND VALUATION CONSUMER GOODS |
| Language: | eng |
| Abstract: | It is generally claimed that brand names are a corporate asset with an economic value that creates wealth for a firm's shareholders. However, the scholarly literature has neither provided a comprehensive theoretical basis for this claim nor documented an empirical relationship between brand value and shareholder value. This exploratory study describes a rationale for, and documents, the statistical strength and functional form of a brand value-shareholder value relationship for publicly held consumer goods companies in the U.S. |
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