Marketing brand value and financial brand value: towards an integrative model?

Valeur marketing et valeur financière de la marque: Vers un modèle intégrateur

Anne-Laure Farjaudon () and Leyla Jaoued-Abassi ()
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Anne-Laure Farjaudon: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Leyla Jaoued-Abassi: IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12

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Abstract: If marketing researchers were interested for a long time in the concept of brand, recently, it interests also numerous researches in finance. This article aims at defining the concept of brand according to the marketing approach (Customer-based brand equity) as well as according to the accounting and financial approach (Firm-based brand equity). Furthermore, the article presents an inventory of researches about the impact of brands on stock market prices from these two approaches. Then we wonder about the possibility of inventing an integrative model of brand.

Keywords: integrative model; financial approach; brand valuation; marketing approach; stock market price; cours boursier; modèle intégrateur; approche marketing; évaluation de marque; approche financière (search for similar items in EconPapers)
Date: 2010-01-21
Note: View the original document on HAL open archive server: https://hal.science/hal-01128462v1
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Published in Congrès international sur les tendances du marketing, Jan 2010, Venise, Italie. pp.1-25

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