Dimensions of strong brand and risk Based on a liquidity augmented capital asset pricing model

By:

CHU, HYO-YOUN

Material type:

Mixed materialsPublication details: 2013Description: 283-296Subject(s):

BRANDING

NLM classification:

658.827

In: GLOBAL BUSINESS REVIEWMSummary: 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).

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Holdings
Item type	Current library	Call number	Vol info	Status	Date due	Barcode
Periodicals/Magazines	SSCBS Library		14/2	Available		P14925

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).

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