The Application of Multivariate Statistical Analysis to the Valuation of Durable Goods Brands

Dziechciarz-Duda Marta () and Król Anna ()
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Dziechciarz-Duda Marta: Wrocław University of Economics, ; Wrocław, ; Poland
Król Anna: Wrocław University of Economics, ; Wrocław, ; Poland

Statistics in Transition New Series, 2017, vol. 18, issue 1, 75-90

Abstract: Nowadays, due to changes in the market and new trends in consumer behaviours, intangible assets, such as brand, have gained fundamental importance. The more frequent conviction that a product with a well-known name is better than other products contributes to the case of replacing the price of a product by its brand name as the predominant factor in the purchase decision process. Thus, for many companies the strengthening of brand equity has become one of the key elements of marketing strategy.

Keywords: brand valuation; multivariate statistical analysis; durable goods (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:stintr:v:18:y:2017:i:1:p:75-90:n:8

DOI: 10.21307/stattrans-2016-058

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