Abstract
In prior research has addressed relationship between advertising and financial performance, it is not consistent enough to draw a clear conclusion how advertising influences financial performance of the firm. This research develops a conceptual framework and tests whether brand equity mediates the relationship between advertising and financial performance (i.e., sales and market value). If advertising can play a key role in developing and maintaining brand equity and financial performance, it should be considered an investment rather than an expense. Advertising can contribute directly to brand equity and indirectly to financial performance and how much value advertising can deliver to brands and firms.
The results show support for this framework. The findings of the research showed that advertising can not only work to improve market performance measures but also to develop and maintain brands. Firms that are viewed more favorably for their advertising enjoy higher financial performance, and a firm¡¦s brand equity level mediates this influence of advertising on financial performance. Notably, this research finds the results of the mediator (brand equity) offering important implications for marketing theory and practice.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0619108-145225 |
| Date | 19 June 2008 |
| Creators | LAI, KUAN-CHU |
| Contributors | Jen-Jsung, Huang, Miao-Ling, Chen, Ming-Chi, Chen |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | English |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0619108-145225 |
| Rights | not_available, Copyright information available at source archive |
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