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Author
Urbanek Grzegorz (Uniwersytet Łódzki)
Title
Marka a zwrot na akcjach w okresie kryzysu
Brand, Stock Returns and Financial Crisis
Source
Zeszyty Naukowe Uniwersytetu Szczecińskiego. Finanse, Rynki Finansowe, Ubezpieczenia, 2010, nr 26, s. 237-247, Tab., bibliogr. poz. 8
Keyword
Marka, Kryzys finansowy
Brand, Financial crisis
Note
streszcz., summ..
Abstract
Silna marki stanowi istotny element przewagi konkurencyjnej wielu firm. Liczne badania potwierdzają pozytywny związek pomiędzy siłą marki a uzyskiwanymi wynikami finansowymi przedsiębiorstw w okresie względnie stabilnej sytuacji na rynku. W niniejszym opracowaniu zaprezentowano wyniki badań wpływu siły marki na zwrot na akcjach w okresie głębokiego kryzysu gospodarczego na rynku polskim. (abstrakt oryginalny)

It is generally accepted that strong brand name is a source of competitive advantage for many companies. Numerous published researches havc reported a link between branding and the financial performance of a firm in relative stable market conditions. This paper presents the results of research on links between brand strength and stock returns on the polish market during the period of recent deep financial crisis. (original abstract)
Accessibility
The Library of Warsaw School of Economics
The Library of University of Economics in Katowice
The Main Library of Poznań University of Economics and Business
The Main Library of the Wroclaw University of Economics
Szczecin University Main Library
Bibliography
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  3. Madden T., Fehle F., Fournier S., Brands Matter: An Emperical Demontration of the Creation of Shareholder Value Through Branding, Journal of the Academy of Marketing Science, Vol. 34, No. 2, Spring 2006.
  4. Marki polskie, dodatek do dziennika "Rzeczpospolita" z 10.12.2008 r.
  5. McAlister L., Srinivasan R., Kim M.: Advertising, Research andDevelopment, and Systematic Risk of the Firm, Journal of Marketing, January 2007.
  6. Mizik N., Jacobsen R.: TalkAbout BrandStrategy, Harvard Business Review, September 2005.
  7. Rust R., Ambler T., Carpenter G., Kumar V., Srivastava R., Measuring Marketing Productivity: Current Knowledge and Futurę Directions, Journal of Marketing, Octobcr 2004.
  8. Shultz D., Schultz H., IMC The Next Generation - Five Steps for Delivering Value and Measuring Returns Using Marketing Communication, McGraw Hill, Boston 2003
Cited by
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ISSN
1640-6818
1733-2842
Language
pol
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