Article2010

Are Brand-Equity Measures Associated with Business-Unit Financial Performance? Empirical Evidence from the Netherlands

38 citations0/0 files storedJournal of Accounting Auditing & Finance

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Intellectual Capital and Performance Analysis Financial Reporting and Valuation Research Corporate Identity and Reputation

Abstract

We investigate the association between brand-equity measures and business-unit financial performance. Brand-equity measures may complement historic accounting information in explaining business-unit financial performance. Capitalizing on a unique data set, we find an association between some (yet not all) brand-equity measures and contemporaneous as well as future business-unit financial performance. Our results provide important insights for both managers and designers of performance-measurement systems.

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1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1995Building Strong Brands 1991Managing Brand Equity 2000An Examination of Selected Marketing Mix Elements and Brand Equity 2000The Strategy-Focused Organization: How Balanced Scorecard Companies Thrive in the New Business Environment 1994Accounting earnings and cash flows as measures of firm performance 2006Brands and Branding: Research Findings and Future Priorities 1996‘Building Strong Brands’

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