The performance of global brands in the 2008 financial crisis: A test of two brand value measures

Previous literature has argued that high brand equity helps stabilize financial returns and reduce share price volatility. This research investigates how some of the strongest brands in the U.S. market fared in terms of financial performance during the Fall 2008 stock market downturn. Initial result...

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Veröffentlicht in:	International journal of research in marketing 2012-09, Vol.29 (3), p.235-245
Hauptverfasser:	Johansson, Johny K., Dimofte, Claudiu V., Mazvancheryl, Sanal K.
Format:	Artikel
Sprache:	eng
Schlagworte:	Brand equity Economic crisis EquiTrend Financial performance Interbrand Rates of return Return Risk Studies Volatility
Online-Zugang:	Volltext
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