Exploring the brand value-shareholder value nexus for consumer goods companies

Article 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 United States. A theoretical argument supportive of a positive relationship between a firm's accumulated brand value and market-to-book (M/B) ratio was empirically validated. However, even though firms with higher accumulated brand values have higher M/B ratios, the functional form of the relationship was found to be concave with decreasing returns to scale. Theoretical and managerial implications of these findings are outlined, as well as study limitations and directions for future research. (Reprinted by permission of the publisher.)

Consumer Expenditures, Private Households, Evaluation, Stocks, Securities, Consumer goods industry, Consumer spending, Value (Economics)

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Transcendent customer experience and brand community

Article Abstract:

A heightened experience due to a product's impact may produce transcendent customer experiences (TCEs), possibly changing a person's beliefs and attitudes. The experiment explores the impact of TCEs achieved from a brandfest on a brand community, manifesting a kind of brand loyalty. The study also provides suggestions on how to further generate TCEs and put them into good use.

Psychological aspects, Methods, Influence, Brand choice, Marketing communications, Report, Experiential marketing

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What does brand mean? Historical-analysis method and construct definition

Article Abstract:

The meaning of brand means with historical-analysis is analyzed. It also constructed brand definition basing on Oxford English Dictionary.

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