The joint impact of brand value and advertising on corporate financial performance and on stock return: A case study of the computer industry
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Firm's advertising and marketing expenditures do not always translate to measurable financial returns. Understanding brand value appropriation and financial consequences of advertising is important for more focused investments in branding and marketing. This quantitative study sought to understand the joint effects of advertising expenditure and brand value (BV) on firms return on assets (ROA) and on stock return (SR) in the computer industry. The theoretical framework of the study was the resource-based view theory that proposes that the intangible assets of a corporation have a direct relationship to its ability to sustain its competitive advantage. The key research question involved the joint and positive effect of a firm's advertising expenditure and brand value on return on assets and on stock return. The research design was a non randomized cross sectional study. The data consisted of advertising expenditures and brand value of 17 firms listed on the Interbrand annual global brand list from 2000 to 2007, ROA and SR extracted from each firms 10K and Morningstar financial report. The study used panel data modeling and time series of cross section analysis. Results showed positive correlation between ROA and BV, and between AER and BV. The association between brand value and ROA, even after accounting for the effect of advertising expenditure and the interaction effect between brand value and advertising expenditure, was statistically significant. Further research is needed to confirm the findings. Effective marketing increases firms' profitability. Profitable firms contribute more to causes that drive social changes in the areas of education, healthcare and food sustainability.
Ukiwe, Alladin O., "The joint impact of brand value and advertising on corporate financial performance and on stock return: A case study of the computer industry" (2009). Walden Dissertations and Doctoral Studies. 688.
Accounting Commons, Advertising and Promotion Management Commons, Business Administration, Management, and Operations Commons, Management Sciences and Quantitative Methods Commons, Marketing Commons