Handbook of Marketing and Finance
Show Less

Handbook of Marketing and Finance

  • Elgar original reference

Edited by Shankar Ganesan

Many organizations have found that the value to business operations and financial performance created by the marketing function has become very important. The need to demonstrate this importance has also become clear. Top managers are constantly challenging marketers to document marketing’s contribution to the bottom-line and link marketing investments and assets to metrics that matter to them. This Handbook relates marketing actions to various types of risk and return metrics that are typically used in the domain of finance. It provides current knowledge of this marketing-finance interface in a single, authoritative volume and brings together new cutting-edge research by established marketing scholars on a range of topics in the area.
Buy Book in Print
Show Summary Details

Chapter 7: Branding and Firm Value

Shuba Srinivasan, Liwu Hsu and Susan Fournier

Extract

7 Branding and firm value Shuba Srinivasan, Liwu Hsu and Susan Fournier INTRODUCTION Although branding is widely recognized as an important marketing activity, marketing executives are increasingly challenged to prove the value of branding in clear financial terms (Ambler, 2003). In response to this call, there has been growing academic research on branding impact on shareholder value and firm risks (Lehmann and Reibstein, 2006; Marketing Science Institute, 2008). Several major conferences focus on linking marketing strategy to Wall Street, including Marketing Science Institute events in 2002 (Dallas) and 2009 (Emory Marketing Institute, Atlanta), as well as a third conference in 2011 (Boston University). Dedicated publications address the topic, including two special issues in the Journal of the Academy of Marketing Science (2003) and the Journal of Marketing (2009) and two books (Ambler, 2003; Rutherford and Knowles, 2007). More than ten years ago, Kerin and Sethuraman (1998, p. 260) stated that: it is generally claimed that brand names are a corporate asset with an economic value that creates wealth for a firm’s shareholder. However, the scholarly literature has neither provided a comprehensive theoretical basis for this claim nor documented an empirical relationship between brand value and shareholder value. The marketing field has since come a long way in demonstrating that branding influences the shareholder value, with chief executive officers, chief financial officers, and boards now truly paying attention to building, developing, and maintaining their brands. The objective of this chapter is to integrate emerging insights from the literature on branding and...

You are not authenticated to view the full text of this chapter or article.

Elgaronline requires a subscription or purchase to access the full text of books or journals. Please login through your library system or with your personal username and password on the homepage.

Non-subscribers can freely search the site, view abstracts/ extracts and download selected front matter and introductory chapters for personal use.

Your library may not have purchased all subject areas. If you are authenticated and think you should have access to this title, please contact your librarian.


Further information

or login to access all content.