Pahud de Mortanges, Charles; van Riel, Allard - In: European Management Journal 21 (2003) 4, pp. 521-527
It is often assumed that brands represent an asset, as well as a source of current and future earnings and cash flows for a firm. As such, the value of the brand, or brand equity, should manifest itself in the market value of the firm and thus have an impact on shareholder value. Yet, almost no...
