Brand actions and financial consequences: a review of key findings and directions for future research

Vanitha Swaminathan (), Sayan Gupta (), Kevin Lane Keller () and Donald Lehmann ()
Additional contact information
Vanitha Swaminathan: University of Pittsburgh
Sayan Gupta: University of Pittsburgh
Kevin Lane Keller: Dartmouth College
Donald Lehmann: Columbia University, Graduate School of Business

Journal of the Academy of Marketing Science, 2022, vol. 50, issue 4, No 1, 639-664

Abstract: Abstract The brand-finance interface has been an important area of research in marketing for over three decades. Using the brand-value chain framework as a conceptual foundation, we review the literature that links core brand-related actions to stock market outcomes and accounting-based performance metrics and, more importantly, capture what has been learned collectively. We classify brand actions that have been examined in prior research by their cause (proactive vs. reactive) and scope (strategic vs. tactical) and describe their impacts on various financial performance metrics (e.g., stock returns, Tobin’s q), emphasizing key mediators and moderators influencing the process. We then utilize this framework to identify gaps or ambiguities in prior research findings and suggest research questions to help advance our understanding of the financial value implications of brand-related actions.

Keywords: Brand-finance interface; Branding; Literature review; Future research directions (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

Downloads: (external link)
http://link.springer.com/10.1007/s11747-022-00866-7 Abstract (text/html)
Access to the full text of the articles in this series is restricted.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:spr:joamsc:v:50:y:2022:i:4:d:10.1007_s11747-022-00866-7

Ordering information: This journal article can be ordered from
https://www.springer ... gement/journal/11747

DOI: 10.1007/s11747-022-00866-7

Access Statistics for this article

Journal of the Academy of Marketing Science is currently edited by John Hulland, Anne Hoekman and Mark Houston

More articles in Journal of the Academy of Marketing Science from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().