Essays on marketing investments and brand performance
Başlık çevirisi mevcut değil.
- Tez No: 401508
- Danışmanlar: DR. RAJENDRA SRIVASTAVA, DR. SUNDAR BHARADWAJ
- Tez Türü: Doktora
- Konular: Ekonomi, İşletme, Economics, Business Administration
- Anahtar Kelimeler: Belirtilmemiş.
- Yıl: 2007
- Dil: İngilizce
- Üniversite: Emory University
- Enstitü: Yurtdışı Enstitü
- Ana Bilim Dalı: Pazarlama Ana Bilim Dalı
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: 105
Özet
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Özet (Çeviri)
The objective of this dissertation is to enhance the knowledge on the relationship between marketing investments and brand performance. The dissertation studies the relationship between marketing investments in two contexts. Essay 1 examines the relationship between efficiency in marketing investment, brand strategy, and financial value of brands in the context of mergers and acquisitions. The contribution of essay 1 is that it identifies and empirically examines the target and acquirer firm characteristics that affect brand value in a merger and acquisition context by using an isolated measure of brand value. Essay 2 examines the impact of country-market characteristics on marketing mix and brand performance relationship. The contribution of essay 2 is that it provides empirical evidence on the impact of interaction between country-market characteristics and marketing mix on brand performance in developed and emerging economies.
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