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Marketing Accountability of Korea Corporate: The Relationship between Branding Investments and Financial Performance

Title
Marketing Accountability of Korea Corporate: The Relationship between Branding Investments and Financial Performance
Author
김보영
Keywords
Business Economics (M2); Marketing & Advertising (M3); Finance (G1)
Issue Date
2018-10
Publisher
KAUNAS UNIV TECHNOL
Citation
INZINERINE EKONOMIKA-ENGINEERING ECONOMICS, v. 29, no. 3, page. 332-340
Abstract
Korea corporate recently made a major inroad to global brand ranking, and raised their firm values with considerable growth in brand equity. Carefully designed marketing investments may contribute to substantial growth of Korean firm's brand value and competitive strength in the global market. Brand equity is one of the most valuable assets of a firm and is considered to be a growth engine with the potential of lasting effects on the firm's performance and value. This study assesses the relationship between the firms' branding investments and their financial performance for the validation of marketing accountability. The authors examine Korean firm's brand equity from seventeen industries, using Simon and Sullivan's framework with the firm-level financial performance metrics based on firms' accounting and financial data. A sample 514 firms on the Korean Stock Exchange listing (i.e. KOSPI and KOSDAQ) from 17 different industries for the period of global financial crisis (2005-2010) are selected to evaluate comparable brand equity among the selected industries. Findings reveal that Korea Corporate's investments in marketing activities have a positive impact on brand equity and their financial performance. The study confirms the benefits of branding investments in Korea Corporate's financial performance.
URI
http://inzeko.ktu.lt/index.php/EE/article/view/7823https://repository.hanyang.ac.kr/handle/20.500.11754/120302
ISSN
1392-2785; 2029-5839
DOI
10.5755/j01.ee.29.3.7823
Appears in Collections:
GRADUATE SCHOOL OF BUSINESS[S](경영전문대학원) > BUSINESS ADMINISTRATION(경영학과) > Articles
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