Trademark Activity and the Market Performance of U.S. Commercial Banks
Universidad Carlos III de Madrid
University of Navarra - School of Economics and Business Administration
November 14, 2011
Journal of Business Economics and Management, Forthcoming
This empirical paper analyzes the effect of trademark activity on the market value and performance of U.S. commercial banks from two perspectives. First, a long-term perspective considers the effect of such activity on banks’ Tobin’s q. Second, with a short-term perspective, the authors analyze the effect of trademark activity on banks’ abnormal returns. An older portfolio of trademarks diminishes the ratio of market value to firm assets, but this ratio can be improved in the long term by abandoning old trademarks. Portfolios of trademarks with wide diversification do not help increase Tobin’s q. Furthermore, according to an event study, the creation of a trademark has a positive effect on cumulative abnormal returns compared with no event, whereas a cancellation event has a negative impact.
Number of Pages in PDF File: 27
Keywords: Intangible assets, trademarks, Tobin’s q, abnormal returns, event studies
JEL Classification: G21, M3working papers series
Date posted: April 20, 2012
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