A study of economic complexity effect on brand value

Abolfazl Shahabadi (), Behrooz Shahmoradi () and Vahid Malak-Mohammadi ()
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Abolfazl Shahabadi: Alzahra University
Behrooz Shahmoradi: STI financing and economics, National Research Institute for Science Policy (NRISP)
Vahid Malak-Mohammadi: Buin Zahra Branch, Islamic Azad University

SN Business & Economics, 2022, vol. 2, issue 8, 1-16

Abstract: Abstract In the twenty-first century, the knowledge embedded in productive structure of each country plays a crucial role in the value of its firms and companies. Since economic complexity reflects the amount of knowledge that is embedded in the productive structure of an economy, therefore, in this study we adopted a generalized method of moments approach to examine the effect of economic complexity on brand value in countries selected as science-producing during 2010–2018. The results revealed that the effect of economic complexity on brand value in the selected countries was positive and significant. Also, the effect of control variables (i.e. globalization, social globalization, economic globalization, political globalization, sovereignty institutions and human capital) and lagged dependent variables on brand value with different coefficients were positive and significant. The maximum estimated coefficient was related to the lag period of the dependent variable while the minimum estimated coefficient was related to the political globalization variable. From these findings, some managerial implications are proposed for policy-makers to have appropriate policies and strategies for their brand value development.

Keywords: Brand value; Economic complexity; Globalization; Sovereignty institutions; Human capital (search for similar items in EconPapers)
JEL-codes: D83 E02 F6 J24 M16 (search for similar items in EconPapers)
Date: 2022
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DOI: 10.1007/s43546-022-00237-y

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