Earticle

초록

영어

Reputable brands play a significant role on the long-term performance of a company and sustainable customer perceptions.Investors need toregard brand valuation reports like Korea Best Brands as important information. This study uses the event study methodology toinvestigatethe announcement effectof Korea Best Brands. The results of this study are as follows. Korea Best brands announcement have positive impacts on listed companies in the first year, it was not seen consistentsince that time. Also,fallen and ascended group in brand valueshave no effects before the event daybut have a negative effect after the event day. Significant increasing in brand value prevents a negative effect of unusual falling.

목차

Abstract
 1. Introduction
 2. Brand and Brand Equity
 3. Data
 4. The Event Study
  4.1. Window of the Event Study
  4.2. The Procedure of the Event Study
 5. Results
  5.1. Results of Korea Best Brands Announcements by the Year
  5.2. Results of Fallen and Ascended Group in Brand Value
 6. Conclusions
 References

키워드

저자

• Hankyung Lee [ Business Administration, GyeongsangNaiontal University, Gyeongnam 660701, Korea ]
• Jinsu Kim [ Business Administration, GyeongsangNaiontal University, Gyeongnam 660701, Korea ]

참고문헌

발행기관

간행물

표지보기 관심저널 등록

• 간행물명

  International Journal of u- and e- Service, Science and Technology

• 간기

  격월간

• pISSN

  2005-4246

• 수록기간

  2008~2016

• 십진분류

  KDC 505 DDC 605