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Marketing brand value and financial brand value: towards an integrative model?
[Valeur marketing et valeur financière de la marque : Vers un modèle intégrateur]

Author

Listed:
  • Anne-Laure Farjaudon

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Leyla Jaoued-Abassi

    (IRG - Institut de Recherche en Gestion - UPEM - Université Paris-Est Marne-la-Vallée - UPEC UP12 - Université Paris-Est Créteil Val-de-Marne - Paris 12)

Abstract

If marketing researchers were interested for a long time in the concept of brand, recently, it interests also numerous researches in finance. This article aims at defining the concept of brand according to the marketing approach (Customer-based brand equity) as well as according to the accounting and financial approach (Firm-based brand equity). Furthermore, the article presents an inventory of researches about the impact of brands on stock market prices from these two approaches. Then we wonder about the possibility of inventing an integrative model of brand.

Suggested Citation

  • Anne-Laure Farjaudon & Leyla Jaoued-Abassi, 2010. "Marketing brand value and financial brand value: towards an integrative model? [Valeur marketing et valeur financière de la marque : Vers un modèle intégrateur]," Post-Print hal-01128462, HAL.
    • Handle: RePEc:hal:journl:hal-01128462
    Note: View the original document on HAL open archive server: https://hal.science/hal-01128462
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    References listed on IDEAS

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