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How do brand portfolio strategies affect firm value?

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Brand architecture strategy and firm value : how leveraging, separating, and distancing the corporate brand affects risk and returns

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How do franchise ownership structure and strategic investment emphasis influence stock returns and risks?

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Birds of a feather : intra-industry spillover of the Target customer data breach and the shielding role of IT, marketing, and CSR

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Return on Investments in Hotel Franchising : Understanding Moderating Effects of Franchisee Dependence

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How do brand portfolio strategies affect firm value?

Hsu, Liwu; Fournier, Susan; Srinivasan, Shuba - In: MSI reports : working paper series (2011) 3, pp. 95-155

Persistent link: https://www.econbiz.de/10010005584

Branding and Firm Value

Srinivasan, Shuba; Hsu, Liwu; Fournier, Susan - 2011

Branding is widely recognized as an important marketing activity, yet marketing executives are challenged to prove the value of branding in clear financial terms. The objective of this chapter is to integrate emerging insights from the literature on branding and shareholder value into a process...

Persistent link: https://www.econbiz.de/10014186100

Supersize me? Franchisee size and voluntary compliance with corporate brand‐building initiatives

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