The financial brand value chain: How brand investments contribute to the financial health of firms

Marc Fischer and Alexander Himme

International Journal of Research in Marketing, 2017, vol. 34, issue 1, 137-153

Abstract: Marketing and finance executives follow different objectives and focus on different stakeholder groups. Marketers want to create sales impact. Finance executives are concerned about the financial health of the firm. As a result, both worlds tend to be rather disconnected in their daily business. We argue that this does not reflect the dynamics of the firm where important marketing and financial metrics in fact interact. As long as marketing and finance officers do not fully appreciate the interplay of their key metrics, their decisions are likely to be suboptimal.

Keywords: Advertising; Customer-based brand equity; Credit spread; Financial leverage; Financial resources; Performance metrics (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:ijrema:v:34:y:2017:i:1:p:137-153

DOI: 10.1016/j.ijresmar.2016.05.004

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