Are brand-equity measures associated with business-unit financial performance? Empirical evidence from the Netherlands

Frank H M Verbeeten, Pieter Vijn

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

We investigate the association between brand-equity measures and business-unit financial performance. Brand-equity measures may complement historic accounting information in explaining business-unit financial performance. Capitalizing on a unique data set, we find an association between some (yet not all) brand-equity measures and contemporaneous as well as future business-unit financial performance. Our results provide important insights for both managers and designers of performance-measurement systems.

Original languageEnglish
Pages (from-to)645-671
Number of pages27
JournalJournal of Accounting, Auditing and Finance
Volume25
Issue number4
DOIs
Publication statusPublished - 2010

Keywords

  • Brand equity
  • Business unit
  • Financial performance
  • Nonfinancial performance measures
  • Predictive ability

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