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The financial brand value chain: How brand investments contribute to the financial health of firms

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  • Fischer, Marc
  • Himme, Alexander

Abstract

Marketing and finance executives follow different objectives and focus on different stakeholder groups. Marketers want to create sales impact. Finance executives are concerned about the financial health of the firm. As a result, both worlds tend to be rather disconnected in their daily business. We argue that this does not reflect the dynamics of the firm where important marketing and financial metrics in fact interact. As long as marketing and finance officers do not fully appreciate the interplay of their key metrics, their decisions are likely to be suboptimal.

Suggested Citation

  • Fischer, Marc & Himme, Alexander, 2017. "The financial brand value chain: How brand investments contribute to the financial health of firms," International Journal of Research in Marketing, Elsevier, vol. 34(1), pages 137-153.
    • Handle: RePEc:eee:ijrema:v:34:y:2017:i:1:p:137-153
    DOI: 10.1016/j.ijresmar.2016.05.004
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    References listed on IDEAS

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    5. Agarwal, Manoj K. & Ma, Zecong & Park, Chang Hee & Zheng, Yilong, 2022. "The impact of a manufacturer’s financial liquidity on its market strategies and pricing and promotion decisions in retail grocery markets," Journal of Business Research, Elsevier, vol. 142(C), pages 844-857.
    6. Eunkyung Lee & Ji-Hern Kim & Chang Seop Rhee, 2021. "Effects of Marketing Decisions on Brand Equity and Franchise Performance," Sustainability, MDPI, vol. 13(6), pages 1-15, March.
    7. Vanitha Swaminathan & Sayan Gupta & Kevin Lane Keller & Donald Lehmann, 2022. "Brand actions and financial consequences: a review of key findings and directions for future research," Journal of the Academy of Marketing Science, Springer, vol. 50(4), pages 639-664, July.
    8. Rajesh Kumar Bhaskaran & Koyilathumpaday Sukumaran Sujit & Kareem Abdul Waheed, 2023. "Linkage Between Brand Value and Firm Performance: An Empirical Examination Using Fuzzy Set Qualitative Comparative Analysis," SAGE Open, , vol. 13(3), pages 21582440231, August.
    9. Yu, Wantao & Wong, Chee Yew & Chavez, Roberto & Jacobs, Mark A., 2021. "Integrating big data analytics into supply chain finance: The roles of information processing and data-driven culture," International Journal of Production Economics, Elsevier, vol. 236(C).
    10. Li, Tongxia & Lu, Chun & Routledge, James, 2023. "Brand capital on debt maturity structure," Journal of Contemporary Accounting and Economics, Elsevier, vol. 19(3).
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