ARTÍCULO
TITULO

THE IMPACT OF BRAND VALUE ON MARKET PERFORMANCE INDICATORS OF HIGH-TECHNOLOGY ENTERPRISES

Milica Jovanovic    
Bojan Krstic    
Sandra Milanovic    

Resumen

Brand valuation gained in importance in the 1980s, when a difference between the price at which some enterprises are bought and their value, according to the balance sheet, was noticed. Brand value can be considered an intangible asset of an enterprise, whose impact on the market performance indicators must be taken into account. This paper examines the relationship between brand value and selected market performance indicators using correlation and regression analysis. The analysis is based on Interbrand data on brand value and annual reports of selected enterprises from high-technology sector. The sample included top 5 enterprises from high - technology sector, whose corporate brands are on the list of the 100 most valuable brands, in all years of the analysed eight-year period (from 2012 to 2019). This paper discovered a statistically significant positive relationship between brand value and market performance indicators and that brand value positively influences those performances of high - technology enterprises. The focus of this study is on the following market performance indicators: market capitalization, Tobin's Q, market to book ratio and earnings per share. The research contributes to the field of brand value management and emphasizes the importance of investments in corporate branding process.

 Artículos similares

       
 
Piotr Lis     Pág. 2 - 6
Dear Readers,I have the pleasure of presenting to you the first issue of our research journal entitled ?Research Papers in Economics and Finance? (REF), published by the Faculty of Economics at Poznan University of Economics and Business. Caring about th... ver más

 
Valentina Khobta, Irene Kladchenko     Pág. 17 - 26
The paper deals with urgent problems of enterprise?s sustainable development in terms of finding balance between social responsibility, ecological sustainability and economic viability. A modern organization operates in a complicated environment, being c... ver más

 
Oleksii Kvilinskyi, Andrey Mieshkov, Iryna Bondaryeva     Pág. 13 - 19
Constantly changing environmental conditions lead to the necessity of regular updates, enhancements, and adaptation of existing approaches to the investigation of the development of societies that live in different territories. As a result, the purpose o... ver más

 
Jakub Staniszewski     Pág. 7 - `18
The paper reviews the economic theories that describe the relationship between agricultural productivity growth and economic development. Historical examples of such relationships are also presented. The review proves that improvements in the productivit... ver más

 
Vikram Mohite, Vibha Bhandari     Pág. 106 - 120
AbstractThe study investigates the financial market?s response during the period of last nine months starting from the day when first COVID-19 case was confirmed in India. This paper attempts to gauge the impact of rise in COVID-19 confirmed number of ca... ver más