The impact of brand equity on company economic indicators in selected sectors in the Czech Republic

被引：1
|
作者：
Skalicky, Roman [1 ]
机构：
[1] Masaryk Univ, Fac Econ & Adm, Lipova 41a, Brno 60200, Czech Republic
来源：
19TH INTERNATIONAL CONFERENCE ENTERPRISE AND COMPETITIVE ENVIRONMENT 2016 | 2016年 / 220卷
关键词：
brand; brand value; customer satisfaction; risk; return on assets; banking brands; insurance brands; fuel distribution brands;
D O I：
10.1016/j.sbspro.2016.05.521
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
There is a considerable amount of literature covering the impact of brand on the enterprise. It is a general convention to search for the influence of intangible values as the brand, firm reputation, customer satisfaction on revenues, margins or future growth. But there is some evidence that these assets could also influence the risk of the company business so the capital costs should be also adjusted. The aim of this article is to examine the mentioned relations, especially the relation between the brand and the company business risk in some sectors in the Czech Republic. (C) 2016 Published by Elsevier Ltd.
引用
收藏
页码：462 / 471
页数：10
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