Higher Brand Value Research Articles

Tax Avoidance by Reputable Companies: Does Brand Value Have Moderating Role?

Purpose: To examine the effect of profitability and capital intensity on tax avoidance and to determine the role of brand value in moderating the effect of profitability and capital intensity on tax avoidance. Methodology/approach: Using a purposive sampling method, producing 190 observation data from 75 companies listed on the Indonesia Stock Exchange and included in the top 100 strongest and most valuable brands published by Brand Finance in 2017 to 2019. The relationship between variables will be tested using multiple regression analysis with moderation effects (Moderation Regression Analysis). Findings: Profitability has a positive effect on tax avoidance, while capital intensity has a negative effect on tax avoidance. Furthermore, the moderating role of brand value was found in the effect of profitability on tax avoidance, but not found in the effect of capital intensity on tax avoidance. Practical implications: When companies avoid taxes, they not only take into account their profitability but also consider their brand value. High brand value shows that the company has a good reputation, and in essence the company will try to maintain its good reputation by not avoiding taxes. Originality/value: Provides empirical evidence on the moderating role brand value on the effect of profitability and capital intensity on tax avoidance.

Research on traceability and anti-counterfeiting management system of Chinese Baijiu based on big data

As a traditional alcoholic drink and cultural symbol in China, Chinese Baijiu has developed and accumulated for many years, forming many world-class well-known brands such as Maotai, Wuliangye, Luzhou Laojiao and Langjiu. However, with the gradual expansion of Chinese Baijiu consumption industry scale and Chinese Baijiu consumption market, these brand Chinese Baijiu with high brand value and commercial profits were targeted by many counterfeiters, so that a large number of fake and inferior Chinese Baijiu products appeared in the market, disrupting the market. Due to the limitations of the current anti-counterfeiting and traceability technology, it is easy to be imitated and broken through by counterfeiters, making consumers unable to identify the authenticity of Chinese Baijiu products, which seriously infringes the interests of consumers and production enterprises. As a hot topic in many fields, big data can record information from one or more fields, forming a massive digital resource library with high utilization and research value. This project breaks through the traditional technical ideas, changes the single route, and designs and develops a traceability and anti-counterfeiting management system suitable for the field of Chinese Baijiu based on big data, combined with intelligent algorithms, integrating traceability, anti-counterfeiting, sales management and other functions. The key path of this system is one object dual code, digital coding, intelligent algorithms, multi client management, and front-end and back-end separation development.

Application of DCF Model in Enterprise Valuation

The home appliances industry is an important manufacturing industry that reflects the consumption level of Chinese residents. Midea Group is the leading enterprise in the household appliances industry and one of the enterprises with high brand value in China. For Midea Group in the home appliance industry, this paper will apply the DCF model for enterprise valuation. This paper mainly uses the financial information of Midea Group and the discounted cash flow model for enterprise valuation. Then, the advantages and disadvantages of the DCF valuation model are analyzed through practical cases, and the overall valuation process is summarized. The company value of Media that valued by the DCF model is 384,922.89 million RMB. The analysis results show that the DCF model can better reflect the status quo of enterprise value, but in the process of DCF valuation model, it is not easy to predict the accurate amount of future cash flow. It also has limitations in industry and product selection, and its estimation of the risk rate is not accurate enough.

Social Media Advertising for Achieving Long-term Marketing Objectives

Increasing competition in consumer markets forces businesses to elaborate marketing plans focused on long-term perspectives. This is important in today's fluctuating and unpredictable business environments, where a high level of competitiveness and a positive reputation is the premise of survival for a business. Otherwise, it will be unable to retain its share of consumer markets and make plans focused on long-term periods. In this regard, social media advertising is one of the most powerful strategies to reach various marketing goals: brand awareness and high brand value, positive reputation and word of mouth, growing customer base, high ROAS (return on ad spend) in short-term and CLV (customer lifetime value) in the long run. Therefore, it is necessary to research social media advertising to achieve long-term marketing goals. The paper deals with various issues, including social media advertising opportunities, ways of attracting and retaining customers, raising brand awareness, and elaborating strategies focused on long-term results. The discussion provided in the paper is a result of the literature review and the author's observations. Each part of the paper contains recommendatory remarks for achieving long-term marketing goals by using social media advertising strategies. A brief conclusion summarizes the paper.

Evaluation of the financial performance of companies using blockchain technology and with high brand value by TOPSIS method

Purpose- Nowadays, thanks to data security, consistency and full-time traceability of transactions, blockchain technology is widely used by companies with high brand value operating in technology, retail, commercial services, media, banking, logistics and defense sectors. Blockchain technology will contribute to these companies reducing their costs, increasing customer satisfaction and thus increasing their financial performance. The purpose of this study is to compare the financial performances of 15 companies that are both among the first Forbes Blockchain 50 companies using blockchain technology and announced in the Brand Finance Global 500 company list with the highest brand value in 2021. Firms in the banking and insurance sector were excluded from the scope of the study. Methodology- TOPSIS method, which is a multi-criteria decision-making method, was applied in the evaluation of the financial performance of these companies. Performance index scores were calculated by using the profitability ratios of the companies. Findings- The analysis reveals that the performance index scores of companies operating in the technology, logistics and commercial services sectors are higher than those of other companies. In addition, it was observed that the brand values of the companies that are in the top 5 according to the performance index score were also high. Conclusion-According to the results of the analysis, the performance index scores of especially technology companies that use blockchain technology and have high brand value were high. It was also observed that the brand values of these companies have increased compared to the previous year. Based upon the findings, it may be concluded that using blockchain technology has a positive effect on the financial performance and brand values of companies. Keywords: Blockchain, TOPSIS, financial performance, financial ratios, brand value JEL Codes: M41, M49, C44

Impact of Employer Branding on Employee Retention During COVID-19: An Empirical Study on Private Academic Institutions

In the present scenario of COVID-19 pandemic, where employability and job security are at stake, employees are interested to work in an organisation with high brand value so that their future is secured enough to deal with the economic situation of the country. Be it in India or any other country, employee always want to get attached to a brand so that their self-market value increases. It is believed that employee attached to a bigger brand is in more demand when it comes to recruiting candidates for an organisation. Likewise, bigger brands having diversified businesses are less prone to fluctuate economically in adverse situations like COVID-19. Employer branding is an important element when it comes to retaining employees. Employees retain themselves with a brand to increase their market value. So employer branding along with its dimensions is believed to affect employee retention to a greater extent during this pandemic. The authors have found out number of dimensions related to employer branding and tied to link those dimensions with the employee retention to find out if there exists any relation between them. The authors have conducted this study in private organisations especially academic firms in India. The basic objective of the study is to identify the dimensions of Employer Branding during COVID-19. The main objective is to identify the impact of Employer Branding on Employee Retention during this pandemic. A structured questionnaire was designed to collect data on the dimensions related to Employer Branding. The sample size of the study is 450. The convenient sample technique was used for data collection. Correlation, Regression and ANOVA technique is used for hypothesis testing. It is found that there exists positive relationship between various dimensions of Employer Branding and Employee Retention & there is a positive impact of Employer Branding on Employee Retention during COVID-19

THEORETICAL FRAMEWORK OF INTERRELATIONSHIP’S INNOVATIONS, BRANDS OF COMPANIES AND TERRITORIAL DEVELOPMENT

The territorial development is connected with innovative activities of companies. The intangible assets, in particular, brands of companies, form an additional factor in strengthening the impact of innovation on the territorial development, and thus increases the efficiency of the latter. The aim of research is to develop the theoretical framework of itinterrelationship’s innovations, brands of companies and territorial development. It was used methods of analysis, synthesis and system approach. It was found, that the main indicators of the interrelationship’s framework "innovations-brands of companies-territorial development" are: 1) innovative indicators of companies: the number of innovations, the number of implemented innovations, the number of patents; 2) financial and economic indicators of the company: expenses for the promotion of the company, brand value, revenue, taxes; 3) indicators of the territorial development: the budget of the territory, the GDP of the territory, the number of business entities located in the territory; the number of business entities registered in the territory. More innovative companies have a higher brand value, realized in higher demand for products, increased revenue, and, therefore, the amount of taxes that come to the territory's budgets. A larger territory budget determines the regional economic capacity, expanding opportunities and directions of development.

Research on the Reasons for the Formation of Sports Players’ Brand Value

In this study, Federer was selected as the research object to explore the reasons for his high brand value through the research method of literature research and content analysis. A detailed discussion of Federer’s Competitive strength, Personal Image, Brokerage Team Operations, and fan loyalty was conducted. The results show that the above four aspects play an indispensable role in forming the brand value of sports players. Good competitive strength can make athletes stand out from the crowd of players and become the focus of attention. Coupled with the player’s superb personality (which includes cultural cultivation and sportsmanship), the number of fans will rise, and the quality will gradually become solid, thus forming a large number of hardcore fans. With many loyal fans, the fans will be more willing to pay for the brand products endorsed by the players, which is the origin of the players’ star effect. Thus, hope Federer’s success path is worthy of athletes (especially those in individual sports) and sports agencies to learn from during their careers.

Brand Value : Nexus with Profitability and Value Relevance — Indian Evidence

The paper studied the association between brand value and financial profitability metrics, value relevance, and excess market returns. The study used the dollar value data of BrandZ ‘Top Indian Brands’ as the proxy for brand value and used 221 firm years for a sample of 72 companies that owned the top brands for 5 years, from 2014 – 2018. The study deployed the fixed effects model to find the association between profitability, firm value, and brand value and the Fama – French four-factor model for the risk-return performance of high-brand value stocks. The findings indicated a strong association between the brand values of firms and profitability and firm value. The portfolio returns of high-brand value companies produced higher risk-adjusted returns over market returns offered by BSE 100 stocks. This is India’s first and most comprehensive study to provide empirical evidence on the nexus between brand value, profitability, and value relevance. The results gave a concrete conclusion that building brand value offers both customer satisfaction as well as shareholder value creation.

The Effect of Brand Value on Word of Mouth Communication

Marka değerinin ağızdan ağıza iletişim üzerindeki etkisinin incelendiği bu araştırma, İstanbul vakıf üniversitelerindeki havacılık bölümlerinde öğrenim gören ön lisans öğrencileri üzerinde gerçekleştirilmiştir. Örneklem seçiminde, “Kolayda Örneklem Tekniğinden” yararlanılmıştır. Araştırma verileri, anket tekniği ile toplanmıştır. Katılımcılara Google Form üzerinden dağıtılan anketlerden geçerli olarak kabul edilen 507 adet veri, SPSS 26 ve AMOS 21 programlarına aktarılarak gerekli analizler yapılmıştır. Analizler neticesinde, marka değerinin ağızdan ağıza iletişim ve olumlu ağızdan ağıza iletişim üzerinde pozitif ve yüksek düzeyde bir ilişkiye sahip olduğu tespit edilmiştir. Bununla birlikte, marka değerinin olumsuz ağızdan ağıza iletişim üzerindeki etkisi negatif ve orta düzeyde bulunmuştur. Araştırma, marka değerinin yüksek olduğu vakıf üniversitelerinde öğrencilerin olumlu ağızdan ağıza iletişim faaliyetlerinde bulunurken, olumsuz ağızdan ağıza iletişim faaliyetlerinde bulunmadıklarını göstermiştir. Anova testleri neticesinde havacılık bölümü ön lisans öğrencilerinin marka değeri, olumlu ve olumsuz ağızdan ağıza iletişim algıları öğrenim gördükleri programa göre farklılık göstermişken, ağızdan ağıza iletişim algıları öğrenim gördükleri programa göre bir farklılık göstermemiştir.

Social Media Advertising for Achieving Long-term Marketing Objectives

Increasing competition on consumer markets forces businesses to elaborate marketing plans focused on long-term perspectives. This is important in today’s fluctuating and unpredictable business environments, where high level of competitiveness and positive reputation is a premise of survival for a business. Otherwise, it will be unable to retain its share on consumer markets and make plans focused on long-term periods. In this regard, social media advertising is one of the most powerful strategies to reach various marketing goals: brand awareness and high brand value, positive reputation and word of mouth, growing customer base, high ROAS (return on ad spend) in short-term and CLV (customer lifetime value) in the long run. Therefore, it is necessary to research social media advertising in terms of achieving long-term marketing goals. The paper deals with various issues, including advertising opportunities of social media, ways of attracting and retaining customers, raising brand awareness and elaborating strategies focused on long-term results. Discussion provided in the paper is a result of literature review and the author’s observations. Each part of the paper contains recommendatory remarks for achieving long-term marketing goals by using social media advertising strategies. The paper is summarized by a brief conclusion.

The Value of “Brand” in the Chinese Stock Market: The Impact of Brand Attention on Stock Performance and the Moderation Role of Investor Sentiment

Using a database of more than 1.1 million comments from the largest Chinese stock discussion forum Eastmoney, we explore the value of “brand” in the Chinese stock market by empirically investigating the impact of brand attention on stock performance and the moderation role of investor sentiment, as well as the heterogeneity of these effects across companies with different brand values. It finds that brand attention has a positive impact on stock returns and stock trading volume. Investor sentiment has a positive impact on stock returns while having a negative impact on stock trading volume. Investor sentiment positively moderates the impact of brand attention on stock returns, but negatively moderates the impact of brand attention on stock trading volume. The impact of brand attention and investor sentiment on stock performance varies across companies with different brand values. It is more pronounced in companies with high brand value than in companies with a relatively low brand value, while the negative effect of investor sentiment on stock trading volume is lower in companies with high brand value, which highlights the importance of brand-building to improve stock performance.

Brand Equity, Brand Satisfaction, and Brand Loyalty

Brand equity is a rapidly growing field of research. Companies rely primarily on new and creative ways of improving high brand value. The main aim of this research was to examine the impact of brand equity and brand satisfaction on brand loyalty, particularly online shopping, in the context of e-commerce industry by considering brand satisfaction as a mediating variable. Convenience sampling was used to collect data from 500 customers who were using online shopping websites, and the data was analyzed using confirmatory factor analysis followed by structural equation modeling (SEM) through AMOS. The results revealed that brand equity and brand satisfaction had a significant positive impact on brand loyalty, and also brand satisfaction partially mediated the relationship between brand equity and brand satisfaction. This research would provide very useful insights to both academicians and marketers and would help e-commerce managers to improve the image and reputation of the brand.

The effect of supply chain position on zero-deforestation commitments: evidence from the cocoa industry

ABSTRACT Global agrifood companies’ sustainability strategies have evolved to increasingly rely on self-set voluntary commitments to address the persistent social and environmental challenges embedded in commodity supply chains. While state actors continue to guide sustainability efforts within their jurisdictions, the onus is increasingly placed on corporations who pronounce their own measures to eliminate deforestation and other unethical practices associated with their business operations. In this contribution, we analyze the publicly available action plans from all corporate signatories to the Cocoa and Forests Initiative (CFI), a novel zero-deforestation commitment that focuses mainly on the world’s top cocoa producers: Côte d’Ivoire and Ghana. We construct a CFI index to systematically compare company pledges and uncover any relationships between the strength or quality of a company’s CFI action plan and key company characteristics. We find that, contrary to what the literature would suggest, the consumer-facing and high brand value firms are pronouncing less stringent zero-deforestation commitments as compared to their upstream partners. We also find key gaps in the CFI, including the lack of clarity surrounding definitions and timelines, neglect of indirect supply chains, and unclear geospatial precision.

An Analysis of Brand Awareness Influence on Purchase Intention in Bandar Lampung City S Online Transportation Service (Study on Y Generation Consumers)

<p><em>A brand has a value that is delivered to the consumer. Services are everything that the consumers want to use and enjoy. In the transportation service industry, the best service is to create value services that can attract consumers to use the service. The object of ths study is consumers from the Y Generation. The Y Generation is a society group whose members are 26 years old and above, where the main two factors in relation to their needs is comfort and security. The Go-Jek brand is a well-known transportation services brand throughout Indonesia. The conclusion of this study is the high brand value of Go-Jek brand is increases the intention of using Gojek services especially from the Y Generation consumers. The implication of this study is that Go-Jek Company must utilise Y Generation consumer needs such as comfort and an alternative path for travelling so then the consumer can arrive at the destination faster. </em></p>

An Analysis of Brand Awareness Influence on Purchase Intention in Bandar Lampung City’s Online Transportation Service (Study on Y Generation Consumers)

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Duygu Durumunun Tüketici Şikayet Davranışına Etkisi Hakkında Bir Pilot Çalışma - A Pilot Study about the Effect of Mood on Consumer Complaining Behavior

The purpose of this study is to examine the effect of mood on consumer complaining behavior (CCB) and do the pilot testing of the proposed conceptual framework. The conceptual framework includes perceived brand value, perceived risk, mood, and consumer interaction style constructs, which are, aggressiveness and assertiveness. The data collected by questionnaires as a part of 2x2 between-subjects factorial experimental design, have shown that perceived risk, aggressiveness, and resisting requests for compliance have positive effect on CCB. Consumers who are in a negative mood and perceive high brand value are slightly more likely to complain, but not significant in explaining CCB. Despite the limitations of small sample size (n=118) and a use of categorical treatment of CCB scale, this pilot study reveals that online mood induction with photographs is an acceptable manipulation method; the conceptual model is valid to be re-tested in future studies.

Investigating relationship types for creating brand value for resellers

This study investigates three different types of brand-reseller business relationships, namely real-time relationship, collaborative relationship, and mutually beneficial relationship, and discusses how they drive brand value creation in a competitive market. Using data collected from Indian resellers, the findings show that brands that engage in real-time and collaborative relationships are regarded by resellers as having higher brand value in comparison to brands that only focus on mutually beneficial relationships. This paper extends previous understanding on relationship marketing by conceptually discussing and empirically examining different types of business relationships that could be used to enhance brand values perceived by resellers. Managerial implications are discussed for business-to-business marketing practitioners. Specifically brand managers are advised to incorporate these three different types of business relationships to create superior brand value for resellers, thus improving their brands' perceived competitiveness.

Impact of Brand Value on Financial Performance of Banks: An Empirical Study on Indian Banks

Purpose: The biggest challenge for the banking industry is to tangibilize the intangible banking experience. One way of overcoming this challenge is creation of strong brands. It has been well recognized that Brands are regarded as most important corporate asset but recently serious attempts have been made by various organizations in order to estimate their brand value (Farquhar, 1989). Academic literature has revealed that high brand value resulted in increased financial returns and shareholder value, which leads to superior financial performance. This research focuses on the investigating the impact of brand value on various financial indicators on of banks. Design/ Methodology/Approach: The investigation is designed as a quantitative study and is based on the brand value of Indian banks. The sampling frame constituted Top 10 banks listed by Brand Finance, a leading brand valuation agency. Five banks were selected on the basis of highest brand values reported in Brand Finance Banking 500, (2014) from Public sector as well as Private sector banks. In public sector banks, State Bank of India, Punjab national bank, Bank of Baroda, Bank of India and Canara bank were selected. Amongst private sector banks, ICICI, HDFC, Axis, Kotak Mahindra and Yes bank form the sample of the study. The data of Brand values were collected from the report of Brand Finance Banking 500 published during 2009-2014. Multiple Regression analysis has been applied in order to analyze the impact of Brand value on various financial indicators such as Return on Assets (ROA), Return on equity (ROE), Return on Investments (ROI), Stock Prices and Earnings Per share (EPS). Findings: The findings revealed that Brand value has significant impact on the financial performance of banks. Brand value has significant negative impact on ROA, ROI and ROE. This negative phenomenon indicates the marginal diminishing returns of the bank's brand advantage, ceteris paribus (Tsai and Chang, 2012) whereas brand value has significant positive impact on Stock Prices and EPS. Originality/Value: This is the most comprehensive quantitative study in the field of branding and financial performance of the banking sector. There has been limited research on the impact of brand value on the financial performance of banks. This study provides new insights for marketing managers and brand valuation agencies.

Mobile Wallets’ Business Models: Refining Strategic Partnerships

Abstract Background and Purpose: Though Mobile Wallets have the potential to entirely substitute their physical predecessor, many Mobile Wallets narrow their operations to one particular feature. This might be because of strategic business- model design choices to position themselves strategically as intermediates between users and business partners (third parties) in more delimited markets. Thus, Mobile Wallet Applications (MWAs) often represent platforms in narrow two-sided market structures. Design/Methodology/Approach: The paper focuses on the economics of such platforms by the means of a business model analysis. It examines how business partners are integrated in four MWAs’ strategies: Key Ring, FidMe, Apple Passbook and Qustomer. Results: The paper shows that MWAs strive to incorporate not only a large quantity of partners but also such with a high brand value (quality of partners) in their organization design. These partners shape their service design since none of the platforms offer products or services themselves. Hence, MWAs are dependent on the third parties’ capacity and willingness to fulfill engagements and meet the customer demands. Conclusion: MWAs - though concerned with the inclusion and management of loyalty points and schemes - do not leverage the possibility to generate revenue via third parties’ loyalty points. Theoretically, MWAs could reward or redeem loyalty points themselves.