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Brand value impact on company economic value evaluation model

Author

Listed:
  • Cernikovaite, Migle Eleonora

    (Mykolas Romeris University)

Abstract

Modern economy is being continuously impacted not only by the global changes, but also by the competitive environment that are altering the nature of corporate property and the origin of the factors creating added value for the company. In terms of intangible assets, brands are reflecting consumer expectations and impact the content and specifics of a company's creation of value added. The aim of the dissertation, on the basis of a theoretical analysis carried out on the impact of the brand on a company's value added, was to develop a model aimed at determining the impact of the brand on its company's economic value added and verify it empirically. The construction of a theoretical model and similar empirical studies has shown that the company's brand exposure to economic value added analysis studied in a fragmentary way. The proposed research methodology is based on qualitative (expert evaluation and multiple assessment -COPRAS methods) and quantitative (questionnaire surveys, sectorial, financial and statistical analysis company) a combination of research methods. The application of proposed brand value impact on economic value added evaluation model can be seen in various types of business investment projects; can be used as a tool for providing strategic branding and development solutions and efficient business management decision-making and evaluation in order to provide added value creation in businesses.

Suggested Citation

  • Cernikovaite, Migle Eleonora, 2016. "Brand value impact on company economic value evaluation model," Review of Applied Socio-Economic Research, Pro Global Science Association, vol. 11(1), pages 22-31, June.
    • Handle: RePEc:rse:wpaper:v:11:y:2016:i:1:p:22-31
    as

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    References listed on IDEAS

    as
    1. Stoyu I. Ivanov & Kenneth Leong & Janis K. Zaima, 2014. "An Empirical Examination of Negative Economic Value Added Firms," The International Journal of Business and Finance Research, The Institute for Business and Finance Research, vol. 8(1), pages 103-112.
    2. Doyle, Peter, 2000. "Valuing marketing's contribution," European Management Journal, Elsevier, vol. 18(3), pages 233-245, June.
    3. Stefanitã SUSU, 2013. "The Economic Added Value – Major Criterion On Analyzing The Financial Performances On The Level Of High Developed Companies," The USV Annals of Economics and Public Administration, Stefan cel Mare University of Suceava, Romania, Faculty of Economics and Public Administration, vol. 13(1(17)), pages 149-156, June.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    evaluation of the brand value; added value of the company; intangible assets.;
    All these keywords.

    JEL classification:

    • M21 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Economics - - - Business Economics
    • G32 - Financial Economics - - Corporate Finance and Governance - - - Financing Policy; Financial Risk and Risk Management; Capital and Ownership Structure; Value of Firms; Goodwill
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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