We assess which brand asset metrics provide incremental information content to accounting performance measures in explaining stock return. Our analysis focuses on the five quot;pillars,quot; i.e., central brand attributes, that form the basis for the newly updated Young and Rubicam Brand Asset...

Some past research has provided results suggesting that the financial markets mis-price customer satisfaction, i.e., firms advantaged in customer satisfaction are posited to earn positive future-period abnormal stock returns. By allowing for differences across sectors in the economy, we provide...

Not too long ago the use of financial market data was viewed as outside the area of marketing and the interactions of marketing with the financial markets were little studied. Increasingly marketers are better appreciating the benefits of understanding how financial market data can be used to...

We present an approach for valuing branded businesses that enhances traditional multiplier-based valuation approaches by explicitly incorporating brand characteristics into the model. Empirical analysis indicates that valuation accuracy can be significantly improved by incorporating information...

Managers often have incentives to artificially inflate current-term earnings by cutting marketing expenditures, even if it comes at the expense of long-term profits. Since investors rely on current-term accounting measures to form expectations of future-term profits, inflating current-term...

The authors assess which brand asset metrics provide incremental information content to accounting performance measures in explaining stock return. The analysis focuses on the five pillars (i.e., central brand attributes) that form the basis for the newly updated Young amp; Rubicam Brand Asset...

We find evidence that some firms attempt to inflate current-term earnings (and thereby stock price) at the time of a seasoned equity offering (SEO). Earnings inflation takes place both through accruals and real activity earnings management. The financial markets do not properly value firms...

Making use of the efficient markets hypothesis as a starting point for analysis, we outline an approach for assessing financial value-relevance of marketing metrics. We illustrate the approach by investigating the association between information contained in the American Customer Satisfaction...

This paper estimates statistical cost. and revenue curves for a cross-section of banks in the years 1962-75. The primary data cover reported accounting or book rates of return. Approximations are also made to estimate economic or total returns. These approximations take into account changes in...

There is little question that new product innovation is a cornerstone to firm success. Particularly in technologically dynamic markets like personal computers, new products are central to long-term financial performance. However, exactly how new product introductions influence firm value is less...