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Customer-Based Brand Equity, Financial Performance and Market Value


Kirenz, J; Stahl, F; Wehrli, H P (2009). Customer-Based Brand Equity, Financial Performance and Market Value. In: 38th EMAC Conference, Nantes, 26 May 2009 - 29 May 2009, 1-8.

Abstract

Several studies in the marketing literature show that perceptual brand metrics are related to the intangible value of a firm and improve the ability to predict future cash flows. Using perceptual brand data for the three largest economies in Europe, the authors extend previous research by investigating whether perceived brand familiarity, differentiation and energy are reliable customer-based brand equity metrics for predicting future firm value. Furthermore, they investigate what impact these measures have on financial performance, measured as cash flow volatility. The authors find that notwithstanding the revealed cash flow relevance of energy, only changes in brand familiarity are associated with investors’ expectations of future cash flows.

Abstract

Several studies in the marketing literature show that perceptual brand metrics are related to the intangible value of a firm and improve the ability to predict future cash flows. Using perceptual brand data for the three largest economies in Europe, the authors extend previous research by investigating whether perceived brand familiarity, differentiation and energy are reliable customer-based brand equity metrics for predicting future firm value. Furthermore, they investigate what impact these measures have on financial performance, measured as cash flow volatility. The authors find that notwithstanding the revealed cash flow relevance of energy, only changes in brand familiarity are associated with investors’ expectations of future cash flows.

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Additional indexing

Item Type:Conference or Workshop Item (Paper), refereed, original work
Communities & Collections:03 Faculty of Economics > Department of Business Administration
Dewey Decimal Classification:330 Economics
Language:English
Event End Date:29 May 2009
Deposited On:11 Feb 2010 01:06
Last Modified:26 Jan 2017 08:46
Official URL:http://www.emac2009.org/

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