Aggregated Third-Party-Organization Endorsed Awards and Its Impact on Firm''s Market Value: Empirical Evidence from Taiwan IT Industries

• Main Authors: Shih-hsien Lin, 林世賢
• Other Authors: Shih-Tung Shu
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/27903453325985811297

碩士 === 國立高雄第一科技大學 === 行銷與流通管理研究所 === 100 === Winning Third-Party Organization (TPO) endorsed awards including product quality type and corporate image type for firms’ brand equity has gained popularity in recent years. However, few studies in the marketing literature have investigated whether the accumulation of TPO endorsed awards correlates with a firm’s market value measured by Tobin’s q. This study uses a three-year (2008-2010) cross-sectional data from a sample of 128 publically listed companies in Taiwan’s PC & Peripherals, Telecommunication and Photoelectric industries to examine this relationship. These companies are major winners of TPO endorsed awards in Taiwan. Data were collected from Market Observation Post System of Taiwan Stock Exchange, TEJ data bank and UDN data. The empirical results indicate that the aggregated TPO endorsed awards of the company image type significantly correlates with a firm’s Tobin’s q, but those of the product quality related type do not demonstrate such a significant correlation.