Explicating the Role of Brand Portfolio Strategy in the Corporate Value and Risk

سال انتشار: 1395
نوع سند: مقاله کنفرانسی
زبان: انگلیسی
مشاهده: 424

فایل این مقاله در 13 صفحه با فرمت PDF قابل دریافت می باشد

استخراج به نرم افزارهای پژوهشی:

لینک ثابت به این مقاله:

شناسه ملی سند علمی:

MEUCONF01_042

تاریخ نمایه سازی: 6 اسفند 1395

چکیده مقاله:

In recent years, many companies accepted that brands of products and their services are one of the most valuable assets. In today's challenging and complex world, all people either as an individual or as a business manager are facing increasing options and efforts to reduce the time of decision making and selection. Accordingly, the ability of brands to simplify customers’ decision-making, reduce risk and define their expectations is extremely valuable; therefore, one of top management responsibilities in each organization is establishment of strong brands that in addition to do promises and commitments, improve their abilities over the time, and by providing perceptual discrimination between products through branding, and increasing loyal customers, marketing and its strategies, create a value even higher than before. Hence, this research with the aim of investigating the impact of brand portfolio strategy on corporate value and risk is concentrated on conceptual studies and literature review in this field. The results indicate that brand portfolio strategy is effective on risk, but effectiveness of brand portfolio strategy on corporate value, depending on circumstances and attitude of society and individuals towards risk is variable and different.

کلیدواژه ها:

نویسندگان

Hamed Dehghanan

Assistant Professor of management group, University of Allame Tabatabayee;

Arman Poureisa

MSc of business management; Islamic Azad University of Rasht;

مراجع و منابع این مقاله:

لیست زیر مراجع و منابع استفاده شده در این مقاله را نمایش می دهد. این مراجع به صورت کاملا ماشینی و بر اساس هوش مصنوعی استخراج شده اند و لذا ممکن است دارای اشکالاتی باشند که به مرور زمان دقت استخراج این محتوا افزایش می یابد. مراجعی که مقالات مربوط به آنها در سیویلیکا نمایه شده و پیدا شده اند، به خود مقاله لینک شده اند :
  • Aaker, D. Brand Portfolio Strategy. New York: The Free Pres, ...
  • Aaker, D., & Joachimsthal er, E. Brand Leadership. New York: ...
  • Ale Taha, S.H; studying the impact of sport support On ...
  • Berkowitz, J., & O'Brien, J. How accurate are value-at-risk models ...
  • Bielecki, T., & Rutkowski, M. Credit risk: modeling, valuation and ...
  • Darya Beigi. S.; Comparing economic value added value and accounting ...
  • Deng, S., & Elyasiani, E. Geographic diversification, bank holding company ...
  • Ghodeswar, B. M. Building Brand Identity in Competitive Markets:A Conceptual ...
  • Hanssens, D., Rust, R., & Srivastava, R. Marketing strategy and ...
  • Hasani, A.; Mousavi Bazargan, S.J; Ghadiri Nia, M.; Brand performance, ...
  • Hsu, L., Fournier, S., & Srinivasan, S. Brand Portfolio Strategy ...
  • Jiang, C., Ma, Y., & An, Y. International portfolio selection ...
  • Jimenez, G., Ongena, S., Peydro, J., & Saurina, J. Hazardous ...
  • Kapferer, J. N.The New Strategic Brand Management: Creating And Sustaining ...
  • Kaplan, G. Moving back home: Insurance against labor market risk. ...
  • Karramian, H.; Shekarchi zadeh, A.R; Risman kar zadeh, R.; studying ...
  • Keller, K., & Parameswaran, M. Strategic brand management: Building, measuring, ...
  • International Conference _ management and economic cohesions in Urban development ...
  • Knight, F. Risk, uncertainty and profit. Published by Courier. (2012). ...
  • Kotler, P., & Armstrong, G. Principles of Marketing, 15th Global ...
  • McNulty, T., Florackis, C., & Ormrod, P. Boards of directors ...
  • Rao, V., Agarwal, M., & Dahlhoff, D. How is manifest ...
  • Rood Neshin, H.; Reviewing and explaining the relationship between cash ...
  • Rostamian, F.; Haji Babaee, F; measuring Bank liquidity risk by ...
  • Sobhani, M.S; brand loyalty, Tadbir Journal; magazine; No. 173; (2006) ...
  • Uggla, H. Aligning Brand Portfolio Strategy with Business Strategy. Journal ...
  • Wang, S., & Tang, H. A study of brand attributes: ...
  • Wang, Y., & Chung, Y. Hotel brand portfolio strategy. International ...
  • Intermational Conference _ management and economic cohesions in Urban development ...
  • نمایش کامل مراجع