Accessing the Untapped Brand Leverage Potential: A Strategic Framework from a Capital Market View
References
- (1991) Managing Brand Equity (The Free Press, New York).Google Scholar
- (2011) Brand Relevance: Making Competitors Irrelevant (Jossey-Bass, San Francisco).Google Scholar
- (2001) The value relevance of brand attitude in high-technology markets. J. Marketing Res. 38(4):485–493.Crossref, Google Scholar
- (2013) The role of brand love in consumer-brand relationships. J. Consumer Marketing 30(3):258–266.Crossref, Google Scholar
- (2015) Performance terms in CEO compensation contracts. Rev. Finance 19:619–651.Crossref, Google Scholar
- (2011) The impact of brand quality on shareholder wealth. J. Marketing 75(5):88–104.Crossref, Google Scholar
- (2016) Testing for serial correlation in fixed-effects panel data models. Econometric Rev. 35(7):1290–1316.Crossref, Google Scholar
- (2007) Consumer packaged goods in the United States: National brands, local branding. J. Marketing Res. 44(1):4–13.Crossref, Google Scholar
- (2001) Unit root tests for panel data. J. Internat. Money Finance 20:249–272.Crossref, Google Scholar
- (2013) Financial Theory and Corporate Policy , 4th ed. (Pearson, Upper Saddle River, NJ).Google Scholar
- (2017) How well does consumer-based brand equity align with sales-based brand equity and marketing-mix response? J. Marketing 81(May):1–20.Crossref, Google Scholar
- (1982) Barriers to entry. Amer. Econom. Rev. 72(1):47–57.Google Scholar
- (1999) Success in high-technology markets: Is marketing capability critical? Marketing Sci. 18(4):547–568.Link, Google Scholar
- (2016) Marketing’s impact on firm value: Generalizations from a meta-analysis. J. Marketing Res. 53(4):515–534.Crossref, Google Scholar
- (2010) Customer-base valuation in a contractual setting: The perils of ignoring heterogeneity. Marketing Sci. 29(1):85–93.Link, Google Scholar
- (2011) Effects of customer and innovation asset configuration strategies on firm performance. J. Marketing Res. 48(3):587–602.Crossref, Google Scholar
- (2010) Marketing Metrics: The Definitive Guide to Measuring Marketing Performance , 2nd ed. (Pearson, Upper Saddle River, NJ).Google Scholar
- (2017) The financial brand value chain: How brand investments contribute to the financial health of firms. Internat. J. Res. Marketing 34(1):137–153.Crossref, Google Scholar
- (2018) Value-based brand exploitation strategy to grow firm value. MSI Report Series No. 18-127, Marketing Science Institute, Cambridge, MA.Google Scholar
- (2011b) Managing global brand investments at DHL. Interfaces 41(1):35–50.Link, Google Scholar
- (2011a) Dynamic marketing budget allocation across countries, products, and marketing activities. Marketing Sci. 30(4):568–585.Link, Google Scholar
- (2019) Value appropriation and firm shareholder value: Role of advertising and receivables management. J. Marketing Res. 56(2):291–309.Crossref, Google Scholar
- (2015) The chief marketing officer matters! J. Marketing 79(3):1–22.Crossref, Google Scholar
- (2012) Econometric Analysis , 7th ed. (Pearson, Upper Saddle River, NJ).Google Scholar
- (2001) Market Response Models: Econometric and Time Series Analysis , 2nd ed. (Kluwer Academic Publisher, Boston).Google Scholar
- (2014) Consumer attitude metrics for guiding marketing mix decisions. Marketing Sci. 33(4):534–550.Link, Google Scholar
- Harris Poll (2021) EquiTrend. The Harris Poll. Accessed May 3, 2021, https://theharrispoll.com/equitrend/.Google Scholar
- (2014) Drivers of the cost of capital: The joint role of non-financial metrics. Internat. J. Res. Marketing 31(2):224–238.Crossref, Google Scholar
- (1993) Conceptualizing, measuring, and managing customer-based brand equity. J. Marketing 57(1):1–22.Crossref, Google Scholar
- (2013) Strategic Brand Management: Building, Measuring, and Managing Brand Equity , 4th ed. (Pearson, Upper Saddle River, NJ).Google Scholar
- (2003) How do brands create value? Marketing Management 12(3):26–31.Google Scholar
- (2020) Valuation: Measuring and Managing the Value of Companies , 7th ed. (Wiley & Sons, Hoboken, NJ).Google Scholar
- (2016) Advertising effectiveness: The moderating effect of firm strategy. J. Marketing Res. 53(2):207–224.Crossref, Google Scholar
- (2007) Myopic marketing management: Evidence of the phenomenon and its long-term performance consequences in the SEO context. Marketing Sci. 26(3):361–379.Link, Google Scholar
- (2008) The financial value impact of perceptual brand attributes. J. Marketing Res. 45(1):15–32.Crossref, Google Scholar
- (2017) Addressing endogeneity in marketing models. Leeflang PSH , Wieringa JE , Bijmolt THA , Pauwels KH , eds. Advanced Methods for Modeling Markets, International Series in Quantitative Marketing (Springer International Publishing, Cham, Switzerland), 581–627.Crossref, Google Scholar
- (2009) Consumer-based brand equity and firm risk. J. Marketing 73(6):47–60.Crossref, Google Scholar
- (2005) Balancing acquisition and retention resources to maximize customer profitability. J. Marketing 69(1):63–79.Crossref, Google Scholar
- (2006) Earnings management through real activities manipulation. J. Accounting Econom. 42(3):335–370.Crossref, Google Scholar
- (1987) Counting your customers: Who are they and what will they do next? Management Sci. 33(1):1–24.Link, Google Scholar
- (2009) Marketing and firm value: Metrics, methods, findings, and future directions. J. Marketing Res. 46(3):293–312.Crossref, Google Scholar
- (2012) The impact of brand equity on customer acquisition, retention, and profit margin. J. Marketing 76(4):44–63.Crossref, Google Scholar
- (2014) Employee-based brand equity: Why firms with strong brands pay their executives less. J. Marketing Res. 51(6):676–690.Crossref, Google Scholar
- (2009) Customer satisfaction and stock returns risk. J. Marketing 3(6):184–197.Crossref, Google Scholar
- (2006) Drivers of brand extension success. J. Marketing 70(2):18–34.Crossref, Google Scholar

