The Empirical Research on Performance Measure of the brand: A Comparison between Economic Value Added and Traditional Accounting Methods

Autor: Chin, SoonTeck, 陳順德
Rok vydání: 2014
Druh dokumentu: 學位論文 ; thesis
Popis: 102
In Resource-Based View (RBV), the Economic Value Added (EVA) is an intangible assets indicator for measuring enterprise performance. So, a study is conducted to consider EVA as a Brand Performance Measure for sustainability in the future and using Earnings Per Share and Market Value Added to determine its profitability for brands in Taiwan. The empirical examination focused on Taiwan context. The Net Income, Cash Flow ratio, and Earning Per Share were used to investigate the relationship between EVA and MVA to increase brand value. EVA is to ascertain whether a brand can sustain and continue to perform well into the future. The investigation would show that EVA and MVA play an important role. Soujanen first proposed EVA in 1954 as a measure of performance evaluation. Steward (1991) came up with EVA using standardized level of capital to compute to EVA of a company for the brand. We analyzed the Taiwan's companies that was in the Branding Taiwan website regarded “Taiwan Global Brands Value Survey” from 2003 to 2011. By using Economic Valued added (EVA) we are able to predict the sustainability of a brand. Economic value-added or EVA is a common metric that quantifies the value of the firm. The result indicates that by having a positive EVA there is an increase in the wealth of the company and therefore the brand can sustain in the future. EVA is a good prediction of Earning Per Share; on the other hand if the Book Value is replaced by Market Value in EVA calculation, it gives a better view on the performance in shareholder wealth. Furthermore, it is observed that EVA, Operating Cash Flow and current Operating Profit are capable for predicting Operating Profit of the next period.
Databáze: Networked Digital Library of Theses & Dissertations
Externí odkaz: