品牌價值與公司價值之研究

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Title:	品牌價值與公司價值之研究
Authors:	賴藝文;謝宗穎
Contributors:	?東科技大學財務?融系
Keywords:	品牌價值，公司價值，經營績效，股票價格;Brand value, Firm valuation, Business performance, Stock price.
Date:	2013
Issue Date:	2013-08-07 01:39:26 (UTC+0)
Publisher:	?東科技大學財務?融系
Abstract:	本研究探討品牌價值與公司經營績效因素、公司價值以及股票價值之關係。實證結果顯示公司經營績效變?大致上與品牌價值存在正向關係，除?顧客構面因素的營收成長?與內部?程構面的營運資?周轉?對品牌價值影響並?顯著；根據 Hirose 品牌價值對於隔?4 月底的股價報酬仍具有顯著負向影響，以及此?公司中每人營收越高與每股淨值越高，對於公司價值越低?看，品牌價值對於公司價值與股票價值之影響，?會?即顯現效?。最後，品牌公司中的顧客構面因素是影響品牌價值最低的因素，顯示台灣品牌公司需要再加強顧客滿意?與忠誠?方面的管?。 We study the role of brand value for business performances, firm valuation and stock prices in the publicly traded firms of Interbrand’s Top Taiwanese Brand during 2003-2011. We find that: 1. firms with high business performances have positive effect on brand value except the rate of sale growth and the turnover of working capital; 2. the effect of brand value in firm value and stock price is not immediately visible; 3. the sample firms need enhance their customer satisfactory and loyalty.
Relation:	2013中部學術財金研討會論文發表
Appears in Collections:	[Department of Finance] Proceedings

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