| Summary: | 碩士 === 朝陽科技大學 === 會計所 === 93 === With the increasing emphasis on brands, trademarks have become intangible assets with economic values. However, a trademark does not possess any value in the beginning until the enterprise makes efforts to promote it. The expenditure caused from the efforts is considered related to trademark cost if it is able to create economic value for the trademark in the future. It has been confirmed in previous studies that advertising does enhance economic values of trademarks (Barth et al., 1998). Thus, the purpose of this study is to investigate, through the advertising of the industries, if advertising bears any implication of cost for tra�墂emarks.
This study focuses on the relationship between the listed companies’ newly-created trademarks and advertising expenditure from 1999 to 2003. It also verifies if advertising expenditure rises as new trademarks are created. If so, the rising advertising expenditure carries the implication of cost for the new trademarks. According to the study results, it is proved that the advertising expenditure will significantly increase as a new trademark is created. With other conditions fixed, the advertising expenditure will be increased by 4,700,000 dollars once a new trademark is created. Through sensitivity analysis, the study results are robust to different industry, year, and trademark specification.
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