مقاله انگلیسی رایگان در مورد اندازه گیری مبتنی بر رویکرد مالی ارزش ویژه برند – Sage 2017

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مشخصات مقاله
ترجمه عنوان مقاله اندازه گیری مبتنی بر رویکرد مالی ارزش ویژه برند در صنعت رستوران
عنوان انگلیسی مقاله A financial approach-based measurement of brand equity in the restaurant industry
انتشار مقاله سال ۲۰۱۷
تعداد صفحات مقاله انگلیسی ۸ صفحه
هزینه دانلود مقاله انگلیسی رایگان میباشد.
پایگاه داده نشریه Sage
نوع نگارش مقاله
مقاله پژوهشی (Research article)
مقاله بیس این مقاله بیس نمیباشد
نمایه (index) scopus – master journals – JCR
نوع مقاله ISI
فرمت مقاله انگلیسی  PDF
ایمپکت فاکتور(IF)
۰٫۹۴۲
شاخص H_index ۴۶
شاخص SJR ۰٫۶۶۵
رشته های مرتبط مدیریت
گرایش های مرتبط بازاریابی، مدیریت مالی
نوع ارائه مقاله
ژورنال
مجله / کنفرانس اقتصاد گردشگری – Tourism Economics
دانشگاه The Pennsylvania State University – USA
کلمات کلیدی  ارزش برند، اندازه گیری ارزش برند، رویکرد مالی، صنعت رستوران
کلمات کلیدی انگلیسی brand equity, brand equity measurement, financial approach, restaurant industry
شناسه دیجیتال – doi
https://doi.org/10.1177/1354816616688104
کد محصول E9295
وضعیت ترجمه مقاله  ترجمه آماده این مقاله موجود نمیباشد. میتوانید از طریق دکمه پایین سفارش دهید.
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فهرست مطالب مقاله:
Abstract
Data and methodology
Results
Conclusion and discussion

 

بخشی از متن مقاله:
Since the 1980s, brand management has attracted considerable attention in the business industry and has become a core subject in the marketing area (Berthon et al., 2001; Dev et al., 2010). In particular, the brand equity estimation has become animportant topic because the brand equity was often used as a performance indicator of brand management (Keller and Lehman, 2006; Prasad and Dev, 2000). Although the significance of brand management certainly applies to the restaurant industry (CobbWalgren et al., 1995; Kim et al., 2003; Prasad and Dev, 2000), little investigation has been done regarding how to objectively quantify brand equity, especially by using secondary market data. The US restaurant industry is well worth being viewed independently for the following reasons: First, the economic significance of the market is substantial (2015 Restaurant Industry Forecast, 2015); second, this industry has a low barrier for market entry, making it difficult to accomplish monopoly (Skalpe, 2003). This characteristic tends to accelerate competition among different brands (Beneda, 2009). Consequently, they are encouraged to minimize uncertainty through the competitive advantage acquired by differentiation (Kim et al., 2004; Tavitiyaman et al., 2011), and so brand management has become an essential strategy to achieve such goals for restaurant companies (Hyun and Kim, 2011; Kim et al., 2004). In the financial context, brand equity has also been regarded as a significant component. Many studies have attempted to develop a valuation model to better estimate a firm’s brand equity (Belo et al., 2011; Ourusoff, 1993; Simon and Sullivan, 1993). In particular, Simon and Sullivan (1993) measured brand equity using secondary data and empirically examined the validity of their model based on the efficient market hypothesis (Fama, 1970). Their model explains two aspects of brand equity: revenue enhancing and cost saving. Furthermore, they used a forward-looking measurement methodology by incorporating the expected value of future returns, which differentiates itself from other models suggested (e.g. Kamakura and Russell, 1993; Mahajan et al., 1990; Wentz and Martin, 1989). Therefore, Simon and Sullivan’s (1993) methodology is considered to be the most objective and superior methods to measure brand equity from the perspectives of finance (Kapareliotis and Panopoulos, 2010; Siddiqui, 2012). Therefore, we aim to develop a quantitative model to measure a restaurant’s brand equity by adopting Simon and Sullivan’s model using readily available secondary data from a financial perspective. Furthermore, this study expands Simon and Sullivan’s model by incorporating the unique characteristics of restaurants such as franchising and leverage.

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