TY  - GEN
AU  - CHU, HYO-YOUN
TI  - Dimensions of strong brand and risk: Based on a liquidity augmented capital asset pricing model
PY  - 2013///
KW  - BRANDING
N2  - 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)
ER  -