Article2001

The Value Relevance of Brand Attitude in High-Technology Markets

368 citations0/0 files storedJournal of Marketing Research

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Abstract

The authors assess the extent to which brand attitude, a key component of brand equity, has value relevance—that is, helps predict future earnings and thus firm value—in high-technology markets. Using data for firms in the computer industries, the authors find that changes in brand attitude are associated contemporaneously with stock return and lead accounting financial performance. The study also provides insights into the drivers of brand attitude. The authors find that both product attributes and peripheral cues shape brand attitudes in high-technology markets.

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References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 1968An Empirical Evaluation of Accounting Income Numbers 1995Building Strong Brands 1985Dividend Policy under Asymmetric Information 1999The Boundaries of Financial Reporting and How to Extend Them 1989An analysis of intertemporal and cross-sectional determinants of earnings response coefficients 1998Are Nonfinancial Measures Leading Indicators of Financial Performance? An Analysis of Customer Satisfaction 1996Value-relevance of nonfinancial information: The wireless communications industry

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2012The Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin 2008The Financial Value Impact of Perceptual Brand Attributes 2004The power of emotion: Brand communication in business-to-business markets 2009Consumer-Based Brand Equity and Firm Risk 2008Product Innovations, Advertising, and Stock Returns 2017

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