The Relationship Between Brand Visibility, Capital Market Liquidity and Financial Performance

• Main Authors: Hsin-Hsiang Hsieh, 謝鑫珦
• Other Authors: Miao-Ling Chen
• Format: Others
• Language: zh-TW
• Published: 2008
• Online Access: http://ndltd.ncl.edu.tw/handle/3y7s9b

碩士 === 國立中山大學 === 財務管理學系研究所 === 96 === Advertising is everywhere. But what are the benefits of marketing for company? Why do most managers start to use variety of marketing strategies to promote the visibility of brand? This study will explore the relationship between the visibility of brand and the financial performance, and to discuss the effect of market strategy on financial performance. This study mainly uses Linear Structure Relation Model (LISREL) to explore the relationship between the latent variables of brand visibility and financial performance. As a result, the study result demonstrates that company can take advantages of adverting and increased market shares to raise the visibility of brand, which will also improve the financial performance. In addition, this study also finds that the capital market liquidity has significant “Full mediation” to financial performance. For investors, this study can bring them the different ideas about the effect of brand visibility to the financial performance. Marketing information can become an important indicator for investors to make decision. For managers, they can realize the real value of marketing and the contribution of marketing to financial performance from this study. Therefore, we can understand the relationship between marketing and the finance to reach the goal of maximum shareholder’s value.