Comparing the Impact of Brand Value on Corporate Profit in B2B and B2C Businesses: A Case Study

Abstract

In recent years, the importance of branding has dramatically increased on the ground that brands have the potential to be a source of long-term competitive advantages for any businesses. Although it seems that brand value, theoretically, has a significant impact on corporate profits, evaluating the brand value's influence level on corporate profits can give clear signals to both managers and investors to adopt the most accurate and probable decisions. Furthermore, another significant concern of this study is whether considering different types of business matters in such analyses. As a case study, this paper investigates the impact of brand value on corporate profit in two significant industries that operate in the Tehran Stock Exchange, i.e., petrochemical and banking industries which stand for B2B and B2C businesses respectively. To do so, the monthly data from June 2008 to June 2018 in a Panel GMM framework is applied. The results show that the effect of brand value on the profit of both the banking and petrochemical industries are positive and significant. These results also confirm that the effect of brand value on profitability in the B2C businesses (banking industry) is significantly higher, almost double, compared to the B2B (petrochemical industries) business group.