The impact of long-term brand development strategies on brand value of companies operating in high-technology markets


Autoria(s): Tsyvinskaya, Alena
Data(s)

21/08/2014

21/08/2014

2014

Resumo

The objective of the current research is to investigate brand value generation. The study is conducted in the context of high-technology companies. The research aims at finding the impact of long-term brand development strategies, including advertising investments, R&D investments, R&D intensity, new products developed and design. The empirical part of the study incorporated collection of primary and secondary data on 36 companies operating in high-technology sector and being rated as top companies with the most valuable brands by Interbrand consultancy. The data contained information for six consequent years from 2008 to 2013. Obtained data was analyzed using the methods of fixed effect and random effect model (panel data analysis). The analysis showed positive effect of advertising and R&D investments on brand value of high-technology companies in the long run. The impact of remaining three strategies was not approved and further investigation is required.

Identificador

http://www.doria.fi/handle/10024/98795

URN:NBN:fi-fe2014082133009

Idioma(s)

en

Palavras-Chave #Brand value #Brand development strategies #Long-term strategies #High-technology companies
Tipo

Pro gradu

Pro gradu thesis