This article focuses on the measurement of the overall importance of brands for consumer
decision making—that is, brand relevance in category, or BRiC—across multiple categories …

Investors and managers evaluate potential investments in terms of risk and return. Research
has focused on linking marketing activities and resource deployments with returns but has …

Recent initiatives demand information that supplements and complements a firm's financial
statements to bridge the gap between financial statement capabilities and financial reporting …

Marketing–der handlungsorientierte Ansatz. Marketing: verständlich und aktuell Diese
managementorientierte Einführung in das Marketing stellt die wesentlichen Instrumente …

Marketing and finance executives follow different objectives and focus on different
stakeholder groups. Marketers want to create sales impact. Finance executives are …

The authors develop and validate a conditional multiplier approach for valuing branded
businesses. The approach enhances traditional multiplier-based valuation by explicitly …

Marketing scholars have extensively studied marketing's effect on firm value and have
developed metrics and dashboards to help establish marketing accountability. However …

The Handbook of Brand Management Scales is a concise, clear and easy-to-use collection
of scales in brand management. Scales are a critical tool for researchers measuring …

Brand valuation methods traditionally focus on the value a brand generates via its ability to
enhance demand and, accordingly, profitability. However, this paper explores how a brand …

The research paper reviews literature on various brand valuation models and estimates
FMCG companies' financial brand values using an appropriate financial brand valuation …