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Brand management efficiency and firm value: An integrated resource based and signalling theory perspective

Author

Listed:
  • Mahabubur Rahman

    (ESC [Rennes] - ESC Rennes School of Business)

  • M. Ángeles Rodríguez-Serrano

    (Universidad de Sevilla = University of Seville)

  • Mary Lambkin

    (UCD - University College Dublin [Dublin])

Abstract

Brand managers in most markets use some types of marketing inputs such as advertising to build and manage their brands, with the objective of strengthening brand equity. Previous research has explored the link between some of these inputs and outputs, such as the link between advertising expenditure and brand equity, or between brand equity and firm performance. These studies typically provide a partial view of brand management performance in that they focus selectively on individual inputs and outputs, but not on all together. In contrast, this paper takes a holistic view, incorporating all brand management inputs and performance outputs, measured concurrently. A new concept called "brand management efficiency" is advanced to provide an integrated view of the link between brand management inputs and outputs. The study reported here investigates the impact of "brand management efficiency" on firm value in US-based B2B firms. It demonstrates that firms with a higher level of brand management efficiency have a higher firm value as measured by Tobin's q.

Suggested Citation

  • Mahabubur Rahman & M. Ángeles Rodríguez-Serrano & Mary Lambkin, 2018. "Brand management efficiency and firm value: An integrated resource based and signalling theory perspective," Post-Print hal-01992555, HAL.
    • Handle: RePEc:hal:journl:hal-01992555
    DOI: 10.1016/j.indmarman.2018.04.007
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    Citations

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    Cited by:

    1. Cowan, Kirsten & Guzman, Francisco, 2020. "How CSR reputation, sustainability signals, and country-of-origin sustainability reputation contribute to corporate brand performance: An exploratory study," Journal of Business Research, Elsevier, vol. 117(C), pages 683-693.
    2. Kosiba, John Paul & Acheampong, Audrey & Adeola, Ogechi & Hinson, Robert E., 2020. "The moderating role of demographic variables on customer expectations in airport retail patronage intentions of travellers," Journal of Retailing and Consumer Services, Elsevier, vol. 54(C).
    3. Rahman, Mahabubur & Faroque, Anisur R. & Sakka, Georgia & Ahmed, Zafar U., 2022. "The impact of negative customer engagement on market-based assets and financial performance," Journal of Business Research, Elsevier, vol. 138(C), pages 422-435.
    4. Yuexuan Gong & Pengzhi XU, 2019. "College Students’ Perceived Brand Value in Service and Manufacturing Categories," Annals of Social Sciences & Management studies, Juniper Publishers Inc., vol. 4(2), pages 29-34, August.
    5. Pyper, Keith & Marie Doherty, Anne & Gounaris, Spiros & Wilson, Alan, 2022. "A contingency-based approach to the nexus between international strategic brand management and export performance," Journal of Business Research, Elsevier, vol. 148(C), pages 472-488.
    6. Rasul, Tareq & Lim, Weng Marc & Dowling, Michael & Kumar, Satish & Rather, Raouf Ahmad, 2022. "Advertising expenditure and stock performance: A bibliometric analysis," Finance Research Letters, Elsevier, vol. 50(C).
    7. Rahman, Mahabubur, 2023. "The virtuous circle between green product innovation and performance: The role of financial constraint and corporate brand," Journal of Business Research, Elsevier, vol. 154(C).
    8. Hien Thi Ngoc Huynh & Hoa Doan Xuan Trieu & Phuong Van Nguyen & Tue Gia Tran & Long Nguyen Hai Lam, 2021. "Explicating Brand Equity in the Information Technology Sector in Vietnam," Administrative Sciences, MDPI, vol. 11(4), pages 1-25, November.
    9. Anne Schmitz & Nieves Villaseñor-Román, 2018. "Do Brands Matter in Unlisted Firms? An Empirical Study of the Association between Brand Equity and Financial Performance," Administrative Sciences, MDPI, vol. 8(4), pages 1-12, October.
    10. Can, Ali Selcuk & Ekinci, Yuksel & Pino, Giovanni, 2021. "Joint brand advertising for emerging heritage sites," Annals of Tourism Research, Elsevier, vol. 91(C).
    11. Larisa Kovalenko & Alina Sorescu & Mark B. Houston, 2022. "What brand do I use for my new product? The impact of new product branding decisions on firm value," Journal of the Academy of Marketing Science, Springer, vol. 50(2), pages 338-365, March.

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