An overview of research of the brand and assessing the brand value – relation with business performances
| References | Sample | Methodology | Object of research |
|---|---|---|---|
| Janoskova and Krizanova (2017) | 12 global well-known brands | Forbes, Interbrand, Brand Finance and Millward Brown | Analyzing the brand values and the methods applied for possible deviations |
| Virvilaitė and Jucaitytė (2008) | Ukio bankas | Systemic and comparative literature analysis; Secondary data analysis Quantitative studies | How to prepare integrated brand valuation model which enables thorough estimation of brand value in viewpoint of customer and company |
| Ardestani et al. (2012) | The private banks in Tehran | Regression analysis; T-test Analytic Hierarchy Process (AHP) | Relationship between brand value and the performance of private banks in Tehran |
| Cravens and Guilding (2000) | 392 companies | Factor analysis | Investigation of companies with strong brands for providing the first evidence of a relationship between market orientation and brand valuation |
| Agus Harjoto and Salas (2017) | 47 companies | Multivariate regression | Investigation the impact of strategic and institutional (normative) CSR on brand value and brand reputation |
| Ruževičiūtė and Ruževičius (2010) | 200 largest companies in Lithuania | Systemic and comparative literature analysis Semi-structured expert interview, Questionnaire survey and qualitative analysis | Preparing consumer-based brand equity evaluation model |
| Kirk et al. (2013) | 19 companies | Interbrand methodology | Analyzing the impact of brand value on firm valuation |
| Kumar et al. (2019) | 75 brands ranked by Interbrand | Dynamic simultaneous equation model | Examination the role of marketing–finance interface factors for value creation |
| Fernandez (2001) | 2 companies | Damodaran and Interbrand methodology | Showing the limitations of the number of the methods for valuating brands and intellectual capital |
| Arora and Chaudhary (2016) | 10 banks | Multiple regression analysis | Investigating the impact of brand value on various financial indicators on of banks |
| Hsu et al. (2013) | 100 best global brands | T-statistic Cumulative abnormal returns (CARs) Buy-and-hold abnormal returns (BHARs) | Examination the relationship between brand value and stock performance of companies |
| References | Sample | Methodology | Object of research |
|---|---|---|---|
| 12 global well-known brands | Forbes, Interbrand, Brand Finance and Millward Brown | Analyzing the brand values and the methods applied for possible deviations | |
| Ukio bankas | Systemic and comparative literature analysis; Secondary data analysis | How to prepare integrated brand valuation model which enables thorough estimation of brand value in viewpoint of customer and company | |
| The private banks in Tehran | Regression analysis; | Relationship between brand value and the performance of private banks in Tehran | |
| 392 companies | Factor analysis | Investigation of companies with strong brands for providing the first evidence of a relationship between market orientation and brand valuation | |
| 47 companies | Multivariate regression | Investigation the impact of strategic and institutional (normative) CSR on brand value and brand reputation | |
| 200 largest companies in Lithuania | Systemic and comparative literature analysis | Preparing consumer-based brand equity evaluation model | |
| 19 companies | Interbrand methodology | Analyzing the impact of brand value on firm valuation | |
| 75 brands ranked by Interbrand | Dynamic simultaneous equation model | Examination the role of marketing–finance interface factors for value creation | |
| 2 companies | Damodaran and Interbrand methodology | Showing the limitations of the number of the methods for valuating brands and intellectual capital | |
| 10 banks | Multiple regression analysis | Investigating the impact of brand value on various financial indicators on of banks | |
| 100 best global brands | T-statistic | Examination the relationship between brand value and stock performance of companies |
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