Working Papers

Value-Based Brand Exploitation Strategy to Grow Firm Value

Marc Fischer, Max Backhaus, and Tobias Hornig

Oct 8, 2018

Undertakes an approach based on analysis of financial data to understand the role of customer-based brand equity (CBBE) measures in creating firm value via three drivers: (1) investors’ expectations about the rate of return on new invested capital, (2) the future growth in earnings, and (3) the length of the period during which a firm can earn excess return. Econometrically estimate the CBBE effects on these value drivers at the firm level in a broad sample of 613 firms covering a period of nine years from 2005 to 2013.


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