Author(s): Laúdo, Cátia Filipa Caetano
Date: 2014
Persistent ID: http://hdl.handle.net/10400.8/1404
Origin: IC-online
Subject(s): Brand equity; Brand value; Shareholder value; Fama and French - Carhart model
Author(s): Laúdo, Cátia Filipa Caetano
Date: 2014
Persistent ID: http://hdl.handle.net/10400.8/1404
Origin: IC-online
Subject(s): Brand equity; Brand value; Shareholder value; Fama and French - Carhart model
Do strong brands create shareholder value? Since the recognition of the economic value of brands, several empirical studies have attempted to answer this question. The present dissertation examines the effects that European strong brands, as estimated by one of the world’s leading brand consultancy firms (Interbrand), and whose firms are listed on the NYSE Euronext stock exchange, have on shareholder value creation for the period from July 2007 to June 2013. Specifically, we compare the performance of a portfolio of firms that owned valuable brands, with two benchmark portfolios, making use of the Fama-French’s three-factor model plus a momentum factor, to adjust returns for risk. As a result, we find statistically significant evidence that the portfolio of firms with valuable brands outperformed both benchmark portfolios not only with higher returns, but also with lower risk, increasing, this way, shareholder value.