Brand Equity, Growth Option and Corporate Value
| Autor: | Jyun-Wei Huang, 黃俊瑋 |
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| Rok vydání: | 2012 |
| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 100 We measur brand equity by uing discounted cash flow(DCF) in the past. However, the business can seldom apply operaion flexibility to invest brand extensions(expensions) decisions. A growth opportunity comes from the strategic decision-making of a firm. We consider the flexibility of an investment and growth opportunity. Besides, take growth opportunity into accounts is especially important. Our results indicate the brand equity of female enterprise is higher than all the groups and growth options values highly correlated with Interbrand .The empirical studies show that brand over-investment or delusion will reduce brand equity. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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