Journal
JOURNAL OF MARKETING RESEARCH
Volume 38, Issue 4, Pages 485-493Publisher
AMER MARKETING ASSOC
DOI: 10.1509/jmkr.38.4.485.18905
Keywords
-
Categories
Ask authors/readers for more resources
The authors assess the extent to which brand attitude, a key component of brand equity, has value relevance-that is, helps predict future earnings and thus firm value-in high-technology markets. Using data for firms in the computer industries, the authors find that changes in brand attitude are associated contemporaneously with stock return and lead accounting financial performance. The study also provides insights into the drivers of brand attitude. The authors find that both product attributes and peripheral cues shape brand attitudes in high-technology markets.
Authors
I am an author on this paper
Click your name to claim this paper and add it to your profile.
Reviews
Recommended
No Data Available