Brand Equity, Growth Option and Corporate Value
碩士 === 東吳大學 === 國際經營與貿易學系 === 100 === We measur brand equity by uing discounted cash flow(DCF) in the past. However ,the business can seldom apply operaion flexibility to invest brand extensions(expensions) decisions. A growth opportunity comes from the strategic decision-making of a firm. We consi...
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| Format: | Others |
| Language: | zh-TW |
| Published: |
2012
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| Online Access: | http://ndltd.ncl.edu.tw/handle/92049624417996227855 |
| Summary: | 碩士 === 東吳大學 === 國際經營與貿易學系 === 100 === We measur brand equity by uing discounted cash flow(DCF) in the past. However ,the business can seldom apply operaion flexibility to invest brand extensions(expensions) decisions. A growth opportunity comes from the strategic decision-making of a firm. We consider the flexibility of an investment and growth opportunity. Besides, take growth opportunity into accounts is especially important. Our results indicate the brand equity of female enterprise is higher than all the groups and growth options values highly correlated with Interbrand .The empirical studies show that brand over-investment or delusion will reduce brand equity.
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