Paper Information

Journal:   JOURNAL OF BUSINESS MANAGEMENT PERSPECTIVE (MANAGEMENT PERSPECTIVE)   SUMMER 2011 , Volume 10 , Number 6 (39); Page(s) 9 To 32.
 
Paper: 

INVESTIGATION OF BRAND EQUITY DETERMINANTS IN TEHRAN'S STOCK EXCHANGES COMPANIES

 
 
Author(s):  AZIZI SHAHRIAR*, DARVISHI ZAHRA, NAMAMIAN FARSHID
 
* FACULTY OF MANAGEMENT, SHAHID BEHESHTI UNIVERSITY
 
Abstract: 

There are two approaches for measuring brand equity: customer based and firm based approach. In customer based approach, marketing and behavioral modeles include: Aaker and Keller dominates. Firm based approach focus on financial data and has the hard methodology. In this methodology Tobin's Q index has used since 1990 as a band equity indicator. Almost all of the researches which done in IRAN, the first approach (Customer based) was used. In this research we try to use firm based approach for identification the effects of four factors on the brand value.
By studying literature and related research, four hypotheses were formulated for identifying the effect of four variables: advertising intensity, corporate age, brand age and market share.
Unbalanced panel data method based on 393 observations from 48 companies quoted in Tehran stock exchange for 1380-1388 periods was used. Results showed that advertising intensity (
b= 0.246; t=2.525), corporate age (b=0.0209; t=2.24) and brand age (b=0.045; t=3.326) have positive effects on brand value. Outputs also revealed that market share has no effect on the brand value (b=0.467; t=1.695) in 95% confidence interval.

 
Keyword(s): BRAND VALUE, TOBIN'S Q, ADVERTISING INTENSITY, CORPORATE AGE, BRAND AGE, MARKET SHARE, PANEL DATA
 
References: 
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