Brand management efficiency and firm value: An integrated resource based and signalling theory perspective

Mahabubur Rahman (), M. Ángeles Rodríguez-Serrano and Mary Lambkin
Additional contact information
Mahabubur Rahman: ESC [Rennes] - ESC Rennes School of Business
M. Ángeles Rodríguez-Serrano: Universidad de Sevilla = University of Seville
Mary Lambkin: UCD - University College Dublin [Dublin]

Post-Print from HAL

Abstract: Brand managers in most markets use some types of marketing inputs such as advertising to build and manage their brands, with the objective of strengthening brand equity. Previous research has explored the link between some of these inputs and outputs, such as the link between advertising expenditure and brand equity, or between brand equity and firm performance. These studies typically provide a partial view of brand management performance in that they focus selectively on individual inputs and outputs, but not on all together. In contrast, this paper takes a holistic view, incorporating all brand management inputs and performance outputs, measured concurrently. A new concept called "brand management efficiency" is advanced to provide an integrated view of the link between brand management inputs and outputs. The study reported here investigates the impact of "brand management efficiency" on firm value in US-based B2B firms. It demonstrates that firms with a higher level of brand management efficiency have a higher firm value as measured by Tobin's q.

Keywords: Brand management efficiency; Firm value; Resource-based view; Signalling theory (search for similar items in EconPapers)
Date: 2018-07
References: Add references at CitEc
Citations: View citations in EconPapers (15)

Published in Industrial Marketing Management, 2018, 72, pp.112-126. ⟨10.1016/j.indmarman.2018.04.007⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-01992555

DOI: 10.1016/j.indmarman.2018.04.007

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().