The Impact of Brand Equity on Company Economic Indicators in Selected Sectors in the Czech Republic
| Autoři | |
|---|---|
| Rok publikování | 2016 |
| Druh | Článek ve sborníku |
| Konference | Procedia - Social and Behavioral Sciences |
| Fakulta / Pracoviště MU | |
| Citace | |
| www | http://www.sciencedirect.com/science/journal/18770428/220/supp/C |
| Doi | http://dx.doi.org/10.1016/j.sbspro.2016.05.462 |
| Obor | Ekonomie |
| Klíčová slova | brand; brand value; risk; return on assets |
| Popis | There is a considerable amount of literature covering the impact of brand on the enterprise. It is a general convention to search for the influence of intangible values as the brand, firm reputation, customer satisfaction on revenues, margins or future growth. But there is some evidence that these assets could also influence the risk of the company business so the capital costs should be also adjusted. The aim of this article is to examine the mentioned relations, especially the relation between the brand and the company business risk in some sectors in the Czech Republic. |
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