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Corporate Brand Impact On Sales / Revenue Per Share, Brad A. Puckey
Corporate Brand Impact On Sales / Revenue Per Share, Brad A. Puckey
USF Tampa Graduate Theses and Dissertations
The purpose of this dissertation is to identify the linkage between the corporate brand and sales / revenue per share growth. Utilizing a unique database, the CoreBrand® Index, this study is a quantitative analysis of the interaction between the corporate brand and financial data. A relationship between corporate brand and financial data has been suspected by practitioners; however, it has never been proven. For the first time, quantitative analysis is conducted in this dissertation using this unique dataset.
This study is intended to help those responsible for managing corporate brands to better understand their impacts and benefits. The more that …
The Effects Of Product Recalls On Competitors’ Market Value And Recalling Firm’S Reputation, Dong Liu
The Effects Of Product Recalls On Competitors’ Market Value And Recalling Firm’S Reputation, Dong Liu
USF Tampa Graduate Theses and Dissertations
Scholars have paid intensive attention to product recalls over the past two decades. Prior studies show that product recalls negatively affect the recalling firm’s sales, consumer-based brand equity, and firm value. However, less attention has been paid to the spillover effect of product recalls on the market value of the recalling firm’s competitors in the same industry, and the long-term effect of product recalls on firm reputation. The objective of this dissertation is to fill up these research gaps through two essays.
In Essay 1, I investigate factors affecting the spillover effect of a product recall on the firm value …