scholarly journals COMPONENT VALUES OF BRAND CAPITAL

2021 ◽  
Vol 7 (1) ◽  
pp. 128-133
Author(s):  
Viktoriia Poplavska ◽  
Keyword(s):  
Brand Capital

FEATURES OF FORMATION OF BRAND CAPITAL OF THE TERRITORY, ON THE EXAMPLE OF EXISTING APPROACHES

2021 ◽  
Author(s):  
Альбина Альбертовна Гарипова
Keyword(s):  
Brand Capital ◽  
Definition Of ◽  
Terminological Confusion

В статье рассматриваются подходы к определению марочного капитала, автором определена терминологическая путаница, требующая уточнения. В статье представлена авторская трактовка марочного капитала, а также определятся основные элементы его формирования на примере существующих подходов и моделей. The article considers approaches to the definition of branded capital, the author defines a terminological confusion that requires clarification. The article presents the author's interpretation of branded capital, and also defines the main elements of its formation on the example of existing approaches and models.

scholarly journals ФОРМУВАННЯ БРЕНД-КАПІТАЛУ КЛАСТЕРНОГО ПІДПРИЄМНИЦТВА НА ЗАСАДАХ ЕКОНОМІКИ СПІЛЬНОЇ УЧАСТІ

2020 ◽  
Vol 139 (5) ◽  
pp. 49-58
Author(s):  
Олена Михайлівна Ніфатова ◽  
Яна Іванівна Онофрійчук
Keyword(s):  
Network Architecture ◽  
Technology Development ◽  
Sharing Economy ◽  
Business Environment ◽  
Capital Formation ◽  
Modern Concept ◽  
National Brand ◽  
Goods And Services ◽  
Brand Capital ◽  
Definition Of

The article seeks to explore the issues of building brand capital in cluster entrepreneurship on the principles of sharing economy. To gain better awareness and clarity, the study offers insights on major characteristics and contradictions embedded in the definition of a "sharing economy" which made possible to view it as a new socioeconomic model of doing business, according to which access to goods and services with excess opportunities is provided through online platforms. It is argued that the process of business activity in the frameworks of sharing economy triggers a new pattern of consolidation of individuals, consumers, entrepreneurs and companies (which is an integration association in nature) and therefore, the brand of an individual, consumer, entrepreneur, company or the state as a whole acts as an integrative element in the transition toward the concept of a new, sharing economy. The synergistic combination of structural and consumer capital formation models, substantiation of the main tenets of the modern concept of sharing economy and the projection of specific features of brand capital onto a three-level plane of macro-, mezo- and microeconomic levels offers a new cluster-based entrepreneurship model of building brand capital. Thus, the study of essential trends in brand capital formation within cluster entrepreneurship based on the principles of sharing economy has revealed that the core of this model is the virtual business environment of cognitive interaction of the sharing economy participants. The authors suggest that such simulated organizational structure  with a tiered peer-to-peer network architecture will facilitate the effect of integrity in the process of building the national brand capital (empowering ordinary people and entrepreneurs; utilizing resources effectively; enhancing the degree of corporate social responsibility; realizing the principles of fair distribution of value; more democratic arrangement of entrepreneurship and raising environmental awareness, as well as offering a new pattern of bringing people together) that fits modern global technology development trends.

Brand Capital and Stock Price Crash Risk

2021 ◽  
Author(s):  
Mostafa Monzur Hasan ◽  
Grantley Taylor ◽  
Grant Richardson
Keyword(s):  
Stock Price ◽  
Strong Predictor ◽  
Negative Relationship ◽  
Tax Avoidance ◽  
Crash Risk ◽  
Cross Sectional ◽  
Machine Learning Approach ◽  
Alternative Measures ◽  
Brand Capital ◽  
Earnings Performance

We examine the relationship between brand capital and stock price crash risk. Crash risk, defined as the negative skewness in the distribution of returns for individual stocks, captures asymmetry in risk, and has important implications for investment choices and risk management. Using a sample of 39,685 publicly listed U.S. firm-year observations covering 1975 to 2018, we show that brand capital is significantly and negatively related to crash risk. We also use an advanced machine learning approach and confirm that brand capital is a strong predictor of future stock price crashes. Our cross-sectional analyses show that this negative relationship is more evident for subsamples with transitory poor earnings performance or persistent good earnings performance, greater corporate tax avoidance, and weak corporate governance structures. The results survive numerous robustness tests, including the use of alternative measures of brand capital, crash risk, and several endogeneity tests. In sum, our findings are consistent with agency theory, suggesting that high levels of brand capital expose firms to investor and customer scrutiny, which reduces managerial opportunistic behavior that may include the accumulation and concealment of negative information. This paper was accepted by Karl Diether, finance.

BRAND CAPITAL IN HIGHER EDUCATION: THE EXTERNAL CUSTOMER, PUBLIC VERSUS PRIVATE

2016 ◽  
Author(s):  
Javier Casanoves-Boix ◽  
Inés Küster-Boluda ◽  
Natalia Vila-Lopez
Keyword(s):  
Higher Education ◽  
External Customer ◽  
Brand Capital ◽  
Public Versus Private

Financial constraints and marketing investment: evidence from text analysis

2020 ◽  
Vol 54 (3) ◽  
pp. 525-545 ◽  
Author(s):  
Sagarika Mishra ◽  
Mike T. Ewing
Keyword(s):  
Financial Constraints ◽  
Ordinary Least Squares ◽  
Mediating Effect ◽  
Financial Constraint ◽  
Content Type ◽  
Specific Analysis ◽  
Intangible Investments ◽  
Negative Effect ◽  
Brand Capital ◽  
Intangible Investment

Purpose The purpose of this study to examine the effect of financial constraint on intangible investment because intangible investment provides an overall picture of marketing investment and activity. Intangible investment also plays a significant role in facilitating future sales. Using a new measure of intangible investment (Peters and Taylor, 2017), the authors first establish that intangible investment is positively related with future sales. Then, using a new text-based measure of financial constraint, the authors show that financial constraint has a significant negative effect on future intangible investments after controlling for other factors. Intangible investment has three components. The first is R&D, the second is 30 per cent of selling and general administrative expense (SGA) and the third is other intangibles. The authors find that the negative and significant effect of financial constraint on 30 per cent SGA is stronger. This indicates that financially constrained firms reduce marketing related investments. The authors then considered firm size and found that smaller firms facing financial constraint continue to increase their intangible investments, whereas larger firms reduce their intangible investment. As a robustness test, the authors use advertising expenditure as a measure of promotion related investment and find that financial constraint has a negative effect on advertising spending. The authors then use two traditional measures of financial constraint in their analysis to compare with the new text-based measure. Design/methodology/approach The authors use ordinary least squares with cluster robust standard error to conduct their empirical analysis. Findings First the authors establish that intangible investment positively affects future sales. Further the authors find that financial constraint negatively affects intangible investment. Moreover, financial constraint negatively affects the brand capital of intangible investment. Research limitations/implications The authors did not conduct any industry specific analysis to see how financial constraints affect intangible investment across different industries. Industry specific analysis is important because in some industries/sectors intangibles are clearly more important than in others, so this is an important avenue for future research. It will also be interesting to explore if and how financial constraint has a mediating effect on sales growth via intangible investment and different components of intangibles. Practical implications This study identifies another important factor that can negatively affect brand capital investment. Originality/value The authors have used a measure of financial constraint and text mined all the annual reports of US firms for the period of 1994-2016 to compute this measure.

Brand Warriors China: Creating Sustainable Brand Capital

2004 ◽  
Vol 11 (6) ◽  
pp. 463-466
Author(s):  
Peter Cohen
Keyword(s):  
Brand Capital

scholarly journals EDUCATIONAL BRANDING IN PRIVATE SPANISH UNIVERSITIES: BUILDING BRANDS THAT THE PUBLIC FALL IN LOVE WITH

2020 ◽  
Vol 3 (2) ◽  
pp. 145-163
Author(s):  
Javier Casanoves-Boix ◽  
Inés Küster-Boluda ◽  
Natalia Vila-López
Keyword(s):  
Brand Loyalty ◽  
Brand Image ◽  
Private Universities ◽  
The Public ◽  
Service Staff ◽  
Quantitative Sample ◽  
Brand Capital ◽  
Spanish Universities ◽  
The Impact

This research was carried out to examine the role of university brand capital in Spanish private universities. To get the aim, an empirical study is carried out with a quantitative sample of 993 valid responses from different agents involved (343 lecturers, 164 service staff and 486 students). The results obtained show the impact of each of the variables of brand capital at the educational level and, in particular, the importance of building brand image to maximize the perception of brand capital in Spanish private universities. At the same time, there are significant differences in perception among the different university agents involved, being the service staff the highest average in all variables, such as: (1) brand awareness, (2) brand image, (3) perceived quality and (4) brand loyalty.

scholarly journals Brand Capital and Incumbent Firms' Positions in Evolving Markets

1995 ◽  
Vol 77 (3) ◽  
pp. 522 ◽  
Author(s):  
Louis A. Thomas
Keyword(s):  
Brand Capital

scholarly journals The Impact of Social Media on the Brand Capital of Famous People

2020 ◽  
Vol 12 (16) ◽  
pp. 6414
Author(s):  
Łukasz Wróblewski ◽  
Mateusz Grzesiak
Keyword(s):  
Social Media ◽  
Online Activity ◽  
Famous People ◽  
Cultural Activities ◽  
Personal Brand ◽  
Famous Person ◽  
Brand Capital ◽  
The Impact ◽  
The Relationship

The article is of a research nature. The aim of the article is to identify the role of social media in shaping personal brand. To this end, the first part discusses the concept of personal brand, as well as components of brand capital in the case of famous people, including consumer-based capital. Attention was also paid to the great importance of social media and the growing role of their users in the process of shaping personal brand. Based on the analysis of the source literature, a research gap was identified, related to the lack of empirical verification of the relationship between users’ online activity and and capital of famous people, also known as celebrities, associated with artistic and cultural activities. The article uses the results of the direct research carried out in the period 2019–2020. The second (empirical) part of the article presents research hypotheses, methodology, as well as results and conclusions from the research. Based on 26 in-depth individual interviews that were conducted with people famous in Poland (mainly engaged in artistic and cultural activities) and surveys of a group of 324 social media users, it was shown, among others, that online activity of Internet users stimulates the brand capital of famous people. Statistically significant relationships were observed for such components of the personal brand as awareness/associations with the personal brand and for the relationship regarding the perception of the quality of activities carried out by a famous person.

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