The financial bran value and the company book value as the predictors for the company market value
| Autoři | |
|---|---|
| Rok publikování | 2017 |
| Druh | Článek ve sborníku |
| Konference | 4th International Multidisciplinary Scientific Conference on Social Sciences & Arts SGEM 2017 |
| Fakulta / Pracoviště MU | |
| Citace | |
| www | http://www.sgemsocial.org |
| Doi | http://dx.doi.org/10.5593/sgemsocial2017/13 |
| Obor | Ekonomie |
| Klíčová slova | brand; brand valuation; Granger causality test; book value; market value |
| Popis | The brand value estimate, both in the case of Interbrand and in the case of MillwardBrown, is dependent on the past value of the market capitalization and the book value.By the expression of the brand value estimate the user does not receive any new information that could indicate the future market capitalization (as could be expected). This measure of the company value lags behind the book value. The book value is a useful tool for the future market value indication. The brand value estimate is not. |
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