The Effect of Cash Flow Stability and Financial Policies on Brand

Abstract

In this paper, we determine the relationship between cash flow stability and financial policies on brand of 124 companies listed on Tehran Stock Exchange during 2008-2014. The financial policies consist of credit rating, financial leverage ratio, and cash assets ratio. The results of this study indicated that cash flow stability and credit rating has a significant positive impact on brand and financial leverage ratio has a significant negative impact on brand. However, there was no relationship between cash assets ratio and brand. In other words, the increased stability of cash flows and credit rating and the reduced financial leverage ratio positively affect brand, but the increased or decreased cash assets ratio does not affect brand.