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|Title: ||The determinants of brand equity : the case of Greek quoted firms|
|Authors: ||Kapareliotis, Ilias|
|Affiliation: ||University of Abertay Dundee. Dundee Business School|
University of Abertay Dundee. Dundee Business School
|Issue Date: ||2010|
|Type: ||Journal Article|
|Rights: ||Published version (c)Emerald, available from DOI : 10.1108/03074351011019555|
|Citation: ||Kapareliotis, L. and Panopoulos, P. 2010. The determinants of brand equity : the case of Greek quoted firms. Managerial Finance. 36(3): pp.225-233. [Online] Available from http://dx.doi.org/doi: 10.1108/03074351011019555|
|Abstract: ||Purpose – The purpose of this paper is to determine the variables of brand equity measurement for
Greek companies quoted in the Greek exchange stock market.
Design/methodology/approach – The measurement of brand equity has been a hot issue both for
marketing and financial practitioners. Different attempts to measure brand equity have been made by
both sides. The present study, by the use of Tobin’s Q methodology, tries to measure brand equity for
Greek firms in the stock market. The present study tries to adopt both a methodology related to
marketing and financial literature.
Findings – Tobin’s q can be a measure of brand equity for firms in the stock market. The variables
which need to be examined are related to research and development but also to financial and
Originality/value – Simone and Sallivan tried to measure brand equity throughout Tobin’s q. The
present paper is an international attempt to measure brand equity thorough Tobin’s q in Greece.
Another attempt related to Simon and Sallivan’s research had never been done, either in marketing or
|ISSN: ||0307 4358|
|Appears in Collections:||Dundee Business School Collection|
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