| 000 | 00882npc a2200157Ia 4500 | ||
|---|---|---|---|
| 008 | 140613s2013 xx 000 0 und d | ||
| 060 | _a658.827 | ||
| 100 | _aCHU, HYO-YOUN | ||
| 245 |
_aDimensions of strong brand and risk _bBased on a liquidity augmented capital asset pricing model |
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| 260 | _c2013 | ||
| 300 | _a283-296 | ||
| 520 | _aThis 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). | ||
| 653 | _aBRANDING | ||
| 773 |
_oP14925 _nM _933685 _011237 _tGLOBAL BUSINESS REVIEW |
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| 942 |
_2ddc _cARTCL |
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| 999 |
_c11946 _d11946 |
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