Dimensions of strong brand and risk
CHU, HYO-YOUN
Dimensions of strong brand and risk Based on a liquidity augmented capital asset pricing model - 2013 - 283-296
This article investigates the trade off of developing a brand facing a firm. Establishing the brand on the one hand reduces liquidity risk perceived by through effective marketing, but on the other hand increases market risk through incurring a substantial advertising expenditure to accumulate intangible assets. I estimate the model parameters using a new liquidity augmented Capital Asset Pricing Model developed by Liu (2006).
BRANDING
658.827
Dimensions of strong brand and risk Based on a liquidity augmented capital asset pricing model - 2013 - 283-296
This article investigates the trade off of developing a brand facing a firm. Establishing the brand on the one hand reduces liquidity risk perceived by through effective marketing, but on the other hand increases market risk through incurring a substantial advertising expenditure to accumulate intangible assets. I estimate the model parameters using a new liquidity augmented Capital Asset Pricing Model developed by Liu (2006).
BRANDING
658.827