Working Papers

How Do Brand Portfolio Strategies Affect Firm Value?

Liwu Hsu, Susan Fournier, and Shuba Srinivasan

Jun 15, 2011

Using a sample of publicly traded firms from 1996-2006, investigates the effects of brand portfolio strategies (branded house, sub-branding, endorsed branding, house of brands, and hybrid) on three components of shareholder value: levels of returns, idiosyncratic risk, and systematic risk.

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