Research Recaps

Thinking Differently about Brand Strategy

Key Takeway

This econometric analysis examines the effect of customer-based brand equity measures on firm value drivers. With a sample of 600+ firms from 2005-2013, they find substantial across-firm and across-industry variation. Overall, earnings growth and sustainability of excess return are the most influential drivers for most firms and industries.

 

By using MSI.org you agree to our use of cookies as identifiers and for other features of the site as described in our Privacy Policy.