| Summary: | 碩士 === 國立臺北大學 === 會計學系 === 96 === In the past, literatures of brands and related research are more focused on the manufacturing and information industries, rather than service industries, especially brand value of accounting professionals. Some research on brand of accounting professionals emphasized on quality of audit service, but did not address on the value of the brand.
In recent years, more and more corporate frauds draw public’s attention and the society began to evaluate the accounting professionals based on their perceptions. Under such circumstances, will the brand value of accounting firm rise or fall? What kind of model to evaluate the value of brand is suitable for use for the accounting firms?
This study revised Hirose model, and investigated the four major accounting firms in Taiwan, which are also international accounting firms called “ big four”. The value of brand for the 4 firms are 7,289 million, 1,040 million, 2,352 million and 1,577 million ( in NTD) respectively. In addition, calculated by Hirose model, the respective results for the 4 firms are 2040 million, 525 million, 968 million and 634 million ( in NTD).
Furthermore, according to China Association of Registered Accountants issued in November 2006 "accounting firms comprehensive evaluation methods (for trial implementation)" , the scores for the 4 firms were 1325 points, 570 points, 780 points and 744 points. This ranking for the 4 firms is the same as this study by using revised Hirose model.
However, because of the scores basis of calculation for the 2 models are not the same, the value calculated for the 4 firms by these 2 models can not be compared.
Summarized the conclusions of this study:
1.Brand has a certain extent of influence to consumer (the third party), and brand management and maintenance of the enterprise stand an important position.
2.There is malicious price competition among the four major accounting firms. Especially after Enron’s fraud happened and its accounting firm Arthur Anderson (one of the international accounting firm) dissolved, the market share of audit business in Taiwan rearranged after the accounting professional members of Arthur Anderson and Deloitte Touche in Taiwan merged. Therefore, an abnormal situation of negative growth rate in audit fee with positive quantity volume growth rate was happened.
3.The growth rate of the cost of professional staff is higher than the growth rate of audit fees. It is because the audit fees in Taiwan are much lower to those of other countries in the world. The main reason is that the audit clients in Taiwan generally do not have 'user pays' concept. In addition, using low-price tactic to win clients by accounting firms is also a main reason that the audit fees cannot growth as cost.
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