【摘 要】
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Based on the customer equity theory and firm boundary theory,we posit that two conflicting effects may occur as brand value grows.The positive effect is well known which will enhance shareholder value
【机 构】
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Associate Professor of Business School at Guangdong University of Finance and Economcis,Guagnzhou
【出 处】
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香港城市大学,西安交通大学,南卡罗来纳大学
论文部分内容阅读
Based on the customer equity theory and firm boundary theory,we posit that two conflicting effects may occur as brand value grows.The positive effect is well known which will enhance shareholder value.The negative effect is caused by two forces: the customer heterogeneity and the customer entitlement.Furthermore,the growth of brand value may be constrained by the firm boundary.These factors make great performance differences between Chinas companies and global companies ranked in the Interbrand or Fortunes 500.This paper is designed to explore the nonlinear effects of Chinas companies brands,which is not similar to the previous studies,since the existing literature mostly focuses on firms from developed economies that have many advantages to overcome the constraining contexts.The results show that for Chinas firms,the relationship between brand value and shareholder value adheres to a Cissoid function,and when a=6.8(a is a parameter of the function),brand value will not enhance shareholder value.The results has many implications for marketing practices.
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