Abstract
Purpose – The purpose of this paper is to determine the variables of brand equity measurement for
Greek companies quoted in the Greek exchange stock market.
Design/methodology/approach – The measurement of brand equity has been a hot issue both for
marketing and financial practitioners. Different attempts to measure brand equity have been made by
both sides. The present study, by the use of Tobin’s Q methodology, tries to measure brand equity for
Greek firms in the stock market. The present study tries to adopt both a methodology related to
marketing and financial literature.
Findings – Tobin’s q can be a measure of brand equity for firms in the stock market. The variables
which need to be examined are related to research and development but also to financial and
marketing activities.
Originality/value – Simone and Sallivan tried to measure brand equity throughout Tobin’s q. The
present paper is an international attempt to measure brand equity thorough Tobin’s q in Greece.
Another attempt related to Simon and Sallivan’s research had never been done, either in marketing or
financial literature.
Original language | English |
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Pages (from-to) | 225-233 |
Number of pages | 9 |
Journal | Managerial Finance |
Volume | 36 |
Issue number | 3 |
DOIs | |
Publication status | Published - 2010 |
Externally published | Yes |