Purpose – The purpose of this paper is to determine the variables of brand equity measurement forGreek companies quoted in the Greek exchange stock market.Design/methodology/approach – The measurement of brand equity has been a hot issue both formarketing and financial practitioners....

Purpose – The purpose of this paper is to determine the variables of brand equity measurement for Greek companies quoted in the Greek exchange stock market. Design/methodology/approach – The measurement of brand equity has been a hot issue both for marketing and financial practitioners....

Purpose – The purpose of this paper is to investigate the contribution of marketing and research and development (R&D) strategies to the profitability of Greek companies.Design/methodology/approach – With the use of secondary data the current research uses variables related to advertising...