The Dynamic Relationship Between Investments in Brand Equity and Firm Profitability: Evidence Using Trademark Registrations

Keywords

Brand equity, Trademark, Unobservable, Business, Profitability index

References

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• Chasing brand value: Fully leveraging brand equity to maximise brand valueRandle D. Raggio, Robert P. Leone — 2009
• Managing brand equity : capitalizing on the value of a brand nameDavid A. Aaker — 1992
• Brand value creation: Analysis of the Interbrand-Business Week brand value rankingsSingfat Chu, Hean Tat Keh — 2006
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• Does advertising create sustained firm value? The capitalization of brand intangibleFang Wang, Xiao-Ping Zhang, Ming Ouyang — 2009
• The Impact of Brand Equity on Customer Acquisition, Retention, and Profit MarginFlorian Stahl, Mark Heitmann, Donald R. Lehmann — 2012
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Cited by

• A Hashtag Is Worth a Thousand Words: An Empirical Investigation of Social Media Strategies in Trademarking HashtagsNaveen Kumar, Liangfei Qiu, Subodha Kumar — 2017
• Factors Affecting Satisfaction and Loyalty of Online Taxi-Motor PartnersLuvy Mayanda, Hari Wijayanto, Istiqlaliyah Muflikhati — 2018
• The impact of brand equity on the financial performance of marketing cooperativesJasper Grashuis — 2018
• Study on the Relationship of Trademark Portfolio and Enterprise Performance in ChinaRan Huaqing, Xiao Yan-gao, Kang Kaiyue — 2018
• Composite value index of trademark indicatorsGrid Thoma — 2019
• The valuation of patent-trademark pairing as IP strategy: evidence from the USPTOGrid Thoma — 2019
• Concordance and complementarity in IP instrumentsMarco Grazzi, Chiara Piccardo, Cecilia Vergari — 2020
• Using the fuzzy multicriteria decision making approach to evaluate brand equity: a study of privatized firmsHasan Dınçer, Tuba Bozaykut-Bük, Şenol Emir — 2019
• Innovation activities and business cycles: are trademarks a leading indicator?Charles deGrazia, Amanda Myers, Andrew A. Toole — 2019
• The portfolios with strong brand value: More returns? Lower risk?Semra Bank, Evrim Erdoğan, Uğur Sivri — 2020
• Which firms use trademarks? Firm-level evidence from Germany on the role of distance, product quality and innovationDirk Crass — 2020
• Competition and Product Development Innovation: The Case of Newly Launched TrademarksQianqian Huang, Bin Yang — 2018
• La apuesta de Coca-Cola Life como marca icono: Una mirada desde el branding culturalPaloma Sanz‐Marcos, Pablo Matus, Enrique Vergara — 2020
• The Effect of Brand Thrust on Financial Performance of Property Companies in Indonesia Capital MarketNjo Anastasia, Dewi Pricilia Sari — 2020
• The role of technology and relatedness in regional trademark activityKyriakos Drivas — 2020
• Analysis of the causal effects of imports and foreign direct investments on indigenous innovation in developing countriesBenjamin Azembila Asunka, Zhiqiang Ma, Mingxing Li — 2021
• Joining Standards Organizations: The Role of R&D Expenditures, Patents, and Product-Market PositionJustus Baron, Qian Cher Li, Shukhrat Nasirov — 2019
• Which travels farther? Knowledge or rivalry?Kyriakos Drivas — 2021
• Trademark Protection and Bank Loan Contracting: The Evidence from the 1996 Federal Trademark Dilution ActWan‐Chien Chiu, Po‐Hsuan Hsu, Chih‐Wei Wang — 2019
• Effects of Marketing Decisions on Brand Equity and Franchise PerformanceEunkyung Lee, Ji‐Hern Kim, Chang Seop Rhee — 2021

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• Brand equity as an evolutionary processGeoffrey L. Gordon, C. Anthony Di Benedetto, Roger J. Calantone — 1994
• Customer Based Brand Equity and University Brand ManagementTran Viet Dung — 2019
• ‘Strategic Brand Management: New approaches to creating and evaluating brand equity’Philippe Mihailovic — 1995
• Strategic brand management : creating and sustaining brand equity long term/ Jean-Noël KapfererJean‐Noël Kapferer — 1997
• Brand value: The futureLisa Wood — 1998
• Chasing brand value: Fully leveraging brand equity to maximise brand valueRandle D. Raggio, Robert P. Leone — 2009
• ‘Managing Brand Equity: Capitalizing on the Value of a Brand Name’Jack Sutcliffe — 1993
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