Accessing the Untapped Brand Leverage Potential: A Strategic Framework from a Capital Market View
Published Online:23 May 2024https://doi.org/10.1287/mnsc.2022.00670
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The replication files for this article are available HERE.
- Cited by
- 20 June 2026 | Journal of Business Ethics, Vol. 31
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Volume 71, Issue 3
March 2025
Pages 1865-1888, iv-vi
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- Received:March 02, 2022
- Accepted:September 26, 2023
- Published Online:May 23, 2024
Copyright © 2024, INFORMS
Cite as
Marc Fischer ; , Simone Wies (2024) Accessing the Untapped Brand Leverage Potential: A Strategic Framework from a Capital Market View. Management Science 71(3):2011-2034.
https://doi.org/10.1287/mnsc.2022.00670
Keywords
The authors acknowledge the valuable contributions of Max Backhaus and Tobias Hornig in prior analyses of the data used in this research and thank Kezheng Xu for research assistance in assembling the data set. The authors further thank The Harris Poll for providing access to their EquiTrend data and participants at research seminars and workshops for helpful feedback. Finally, the authors appreciate the insightful comments of Kapil Tuli, Thomas Otter, and Koen Pauwels on an earlier version of the article.
