An Empirical Study of Brand Value and Business Performance－The Mediating Effects of R&;D Expense and Advertisement Expense

• Main Authors: Ju-Ya Li, 李如雅
• Other Authors: Mei-Jane Teng
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/86989506191654016542

碩士 === 國立勤益科技大學 === 企業管理系 === 100 === With the coming of knowledge-driven economy, brand value has been made a point of an important resource to create competitive advantage, so the TAITRA, BusinessNext magazine and Interbrand have a plan to survey the brand value of the brand in Taiwan every year since 2003 is called “Top Taiwan 10 Global Brands”, which surveyed and reported the 10 international brands with the highest market values of Taiwan’s companies. As all above mentions, brand has become one of the most important assets for corporate. In this research, we investigate the relationship between brand value and business performance of the TOP 20 international brands with the highest market values of Taiwan’s companies from 2003 to 2010 by the mediators of R&;D expense and advertisement expense. The brand value data this research used Interbrand’s reports, and the business performance includes the short-term performance: ROA、ROE、ROS and EPS and long-term performance: MV/BV、Tobin’s Q、VAICTM and EVA. The results of this research indicate that (1) brand value has significant positive reaction with business performance; (2) R&;D expense and advertisement expense mediate the relationship between brand value and business performance; (3) the relationship of the four factors: brand value, R&;D expense, advertisement expense and business performance is recursive causal link.