Brand value and shareholder value : evidence from european NYSE Euronext firms

• Autor(a) principal: Laúdo, Cátia Filipa Caetano
• Data de Publicação: 2014
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.8/1404
• topic: Brand equity; Brand value; Shareholder value; Fama and French - Carhart model

Do strong brands create shareholder value? Since the recognition of the economic value of brands, several empirical studies have attempted to answer this question. The present dissertation examines the effects that European strong brands, as estimated by one of the world’s leading brand consultancy firms (Interbrand), and whose firms are listed on the NYSE Euronext stock exchange, have on shareholder value creation for the period from July 2007 to June 2013. Specifically, we compare the performance of a portfolio of firms that owned valuable brands, with two benchmark portfolios, making use of the Fama-French’s three-factor model plus a momentum factor, to adjust returns for risk. As a result, we find statistically significant evidence that the portfolio of firms with valuable brands outperformed both benchmark portfolios not only with higher returns, but also with lower risk, increasing, this way, shareholder value.