Assessing the Total Financial Performance Impact of Brand Equity with Limited Time-Series Data
Assessing the Total Financial Performance Impact of Brand Equity with Limited Time-Series Data
复制标题
使用有限的时间序列数据评估品牌资产对总体财务绩效的影响
DOI：
10.1509/jmr.13.0431
复制
发表时间：
2014
影响因子：
6.1
通讯作者：
Natalie Mizik
中科院分区：
文献类型：
--
作者：
Natalie Mizik
营销资产对财务绩效的总体影响的实证建模的关键挑战之一是随着时间的推移营销指标数据的有限可用性。作者提出了一种方法来估计有限的时间序列数据的营销资产的总财务影响，并演示了该方法与应用到品牌资产研究。与以前的研究一致，综合分析表明，品牌资产，衡量客户的心态指标，积极影响当前的财务业绩。此外，作者的文件品牌资产的显着和更大的影响，对公司的未来财务业绩：在合计，只有一小部分的总财务影响的品牌资产反映在当年的利润，而大部分的盈利能力的影响是在未来实现。然而，最重要的是，这些分析记录了这些影响的显着异质性：在某些行业中，整个直接影响是同期的，而在其他行业中，没有观察到同期影响，所有的盈利能力影响都发生在未来。
One of the key challenges in empirically modeling the total impact of marketing assets on financial performance is the limited availability of marketing metrics data over time. The author presents an approach for estimating the total financial impact of marketing assets with limited time-series data and demonstrates the approach with an application to brand equity research. Consistent with prior research, the aggregate analyses indicate that brand equity, as measured by customer mindset metrics, positively affects current financial performance. In addition, the author documents brand equity's significant and much greater impact on the firm's future financial performance: at the aggregate, only a small portion of the total financial impact of brand equity is reflected in current-year profits, whereas the bulk of the profitability impact is realized in the future. Most importantly, however, the analyses document significant heterogeneity of these effects: in some industries, the entire direct impact is contemporaneous, whereas in others, no contemporaneous effects are observed and all of the profitability impact occurs in the future.