Exploring the brand value-shareholder value nexus for consumer goods companies

It is generally claimed that brand names are a corporate asset with an economic value that creates wealth for a firm’s shareholders. However, the scholarly literature has neither provided a comprehensive theoretical basis for this claim nor documented an empirical relationship between brand value and shareholder value. This exploratory study describes a rationale for, and documents, the statistical strength and functional form of a brand value-shareholder value relationship for publicly held consumer goods companies in the United States. A theoretical argument supportive of a positive relationship between a firm’s accumulated brand value and market-to-book (M/B) ratio was empirically validated. However, even though firms with higher accumulated brand values have higher M/B ratios, the functional form of the relationship was found to be concave with decreasing returns to scale. Theoretical and managerial implications of these findings are outlined, as well as study limitations and directions for future research. Roger A. Kerin (Ph.D., University of Minnesota) is the Harold C. Simmons distinguished professor of marketing at the Edwin L. Cox School of Business, Southern Methodist University. His research focuses on marketing strategy and product management issues. He has published more than 50 articles appearing in such journals as theJournal of Marketing, theJournal of Marketing Research, Strategic Management Journal, andManagement Science, in addition to authoring four books. He presently serves on numerous editorial review boards and is a former editor of theJournal of Marketing. Raj Sethuraman obtained his Ph.D. from Northwestern University and is an assistant professor at the Edwin L. Cox School of Business, Southern Methodist University. His research focuses on competitive marketing strategies, especially price and advertising strategies. He has published in several journals including theJournal of Marketing Research, Management Science, Marketing Letters, theJournal of Business Research, and theJournal of Consumer Psychology.     

Success in social marketing

In a series of articles, Philip Kotler, first with Sidney Levy [11], then with Gerald Zaltman [12], and then singularly [8], has significantly broadened the scope of marketing management. Marketing strategy, according to Kotler, is pertinent in numerous areas in addition to its business application. This article is concerned with one particular area for the expanding application of the marketing concept— social marketing.The use of marketing strategy to achieve social objectives produces both similarities and differences to business applications. Comparing these similarities and differences should produce some insight about the potential success of social marketing.     

PROJECTION MODELS FOR U.K. FOOD AND AGRICULTURE*

Successful policy planning depends to a large extent on being able to predict the consequences of alternative measures. In the case of agriculture, it is important to know how the future pattern of supply and demand in this sector will be affected by government action on specific issues such as farm price support, and by expected trends in macro-economic variables such as national incomes and population. This paper illustrates the application of a model of U.K. agriculture to the projection of changes in the production and consumption of food and agriculture products between now and 1975. The demand projections show the effect of important levies, and of joining the E.E.C, on future expenditure on food, while the supply projections show how the output of a number of agricultural commodities will be affected by adjusting farm prices towards E.E.C. levels.     

The use (and misuse) of bonding for control of static ignition hazards

In this paper, specific procedures to minimize potential hazards related to the accumulation of static electricity are addressed. The hazards of concern herein are those arising from the ignition of mixtures of air and flammable gases, vapors, and dusts. Accordingly, concerns related to process operability, sensitivity or reliability of electronic components, or nuisance effects are not considered. Also, ignition of condensed phase explosives or oxygen enriched systems are not specifically included through many of the principles and conclusions discussed below will apply.     

CIL's experience with a computerized ammonia plant trip system

The computerized trip system has been in use since August, 1985, at the CIL Ammonia II plant. Superior reliability, essential avoiding unnecessary shutdowns, while protecting the plant from accident, is obtained through use of a fault-tolerant configuration.     

Static electricity and plastic drums

The use of plastic drums in handling flammable materials require special considerations because of potential static electricity hazards. Various aspects of the problem are presented with suggested means of control.     

Forecasting the region’s household income and demand by the input-output model (Case study of the Republic of Bashkortostan)

Methods of interrelated forecasting of the regional outputs of individual branches, household income, and consumption are considered. The instrument for the analysis and prediction for the parameters of the region’s economic system is a closed input-output model based on endogenous indicators of household income and demand.     

A test of the news model of exchange rates

A Test of the News Model of Exchange Rates. — The news model is tested using quarterly data on six exchange rates involving four currencies over a period extending back to 1975. The results show that unbiased efficiency does not hold and that there are time-varying risk premia. The results also show that the news variables, proxied by the residuals of VAR models, do not have a significant effect on the exchange rate. It is argued that while news is a theoretically plausible explanation for erratic changes in the exchange rate, generated regressors cannot adequately represent news.