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Stratégies de marque et richesse des actionnaires: une approche financière du capital-marque

Author

Listed:
  • Sophie Changeur

    (CRIISEA - Centre de Recherche sur les Institutions, l'Industrie et les Systèmes Économiques d'Amiens - UR UPJV 3908 - UPJV - Université de Picardie Jules Verne)

Abstract

Cet article analyse l'influence des marques sur la valeur de l'entreprise en termes de richesse des actionnaires. Dans cet objectif, il étudie l'impact de l'annonce de décisions stratégiques relatives aux marques sur la valeur boursière des entreprises concernées. Une étude d'événement est réalisée sur 46 annonces de stratégies de marque faites sur le marché français des actions entre 1997 et 2001. Les résultats montrent une variation positive du cours boursier en moyenne, indiquant que les investisseurs valorisent positivement ces stratégies. Ils montrent également que les anticipations diffèrent selon le type de stratégie annoncé et selon les caractéristiques des marques, engendrant des réactions plus ou moins positives selon les cas.

Suggested Citation

  • Sophie Changeur, 2004. "Stratégies de marque et richesse des actionnaires: une approche financière du capital-marque," Post-Print hal-02023457, HAL.
    • Handle: RePEc:hal:journl:hal-02023457
    DOI: 10.1177/076737010401900406
    as

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    Cited by:

    1. Elisabeth Albertini & Fabienne Berger-Remy, 2019. "Intellectual Capital and Financial Performance: A Meta-Analysis and Research Agenda," Post-Print hal-02139763, HAL.

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