The determinants of brand equity

Abstract

PurposeThe purpose of this paper is to determine the variables of brand equity measurement for Greek companies quoted in the Greek exchange stock market.Design/methodology/approachThe measurement of brand equity has been a hot issue both for marketing and financial practitioners. Different attempts to measure brand equity have been made by both sides. The present study, by the use of Tobin's Q methodology, tries to measure brand equity for Greek firms in the stock market. The present study tries to adopt both a methodology related to marketing and financial literature.FindingsTobin's q can be a measure of brand equity for firms in the stock market. The variables which need to be examined are related to research and development but also to financial and marketing activities.Originality/valueSimone and Sallivan tried to measure brand equity throughout Tobin's q. The present paper is an international attempt to measure brand equity thorough Tobin's q in Greece. Another attempt related to Simon and Sallivan's research had never been done, either in marketing or financial literature.