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Corporate Brand and Firm Value
José Rosário MarketTools Claudia Custodio ISCTE Business School (IBS); London School of Economics & Political Science (LSE) March 2007 Abstract: This study aims to find if a strong Corporate Brand contributes positively to the market value of the firm. The sample in use corresponds to 362 US companies from COMPUSTAT database that were also considered by Fortune in 2002 to construct the America's Most Admired Companies index. The results obtained provide empirical evidence supporting the main hypothesis of the study and are consistent with existing branding theory, that brand activities create shareholders value by increasing the future cash flows. The findings are robust after controlling for other variables that are known from financial theory to impact the firm value and also after correcting the Fortune index for what is known to be the financial halo effect, i.e. by removing the effect created by the past financial performance.
Keywords: corporate brand, brand, firm value, social responsibility, Fortune and America's Most Admired Companies JEL Classifications: G14, M31 Working Paper SeriesDate posted: May 21, 2007 ; Last revised: May 21, 2007Suggested CitationContact Information
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