1. Aaker D.A. (2004). Brand Portfolio Strategy. New York: The Free Press.

2. Aaker D.A., Jacobson R. (1987). «The role of risk in explaining differences in profitability». Academy of Management Journal, Vol. 30 (2), pp. 277–296.

3. Aaker D.A., Jacobson R. (1994). «The financial information content of perceived quality». Journal of Marketing Research, Vol. 31 (May), pp. 191–201.

4. Aaker D.A., Jacobson R. (2001). «The value relevance of brand attitude in high-technology markets». Journal of Marketing Research, Vol. 38 (November), pp. 485–493.

5. Ailawadi K.L., Lehmann D.R., Neslin S.A. (2003). «Revenue premium as an outcome measure of brand equity». Journal of Marketing, Vol. 67 (October), pp. 1–17.

6. Allenby G.M., Rossi P.E. (1991). «Quality perceptions and asymmetric switching between brands». Marketing Science, Vol. 10 (3), pp. 185–204.

7. Amit R., Wernerfelt B. (1990). «Why do firms reduce business risk?». Academy of Management Journal, Vol. 33 (3), pp. 520–533.

8. Anderson R.C., Mansi S.A., Reeb D.M. (2004). «Board characteristics, accounting report integrity, and the cost of debt». Journal of Accounting and Economics, Vol. 37 (3), pp. 315–342.

9. Ang A., Chen J., Xing Y. (2006). «Downside risk». Review of Financial Studies, Vol. 19 (4), pp. 1191–1239.

10. Ang A., Hodrick R., Xing Y., Zhang X. (2006). «The cross-section of volatility and expected returns». Journal of Finance, Vol. 61 (1), pp. 259–299.

11. Bansal P., Clelland I. (2004). «Talking trash: legitimacy, impression management, and unsystematic equity risk in the context of the natural environment». Academy of Management Journal, Vol. 47 (1), pp. 93–103.

12. Barney J.B. (1991). «Firm resources and sustained competitive advantage». Journal of Management, Vol. 17 (March), pp. 99–120.

13. Barth M., Cram D.P., Nelson K.K. (2001). «Accruals and the prediction of future cash flows». The Accounting Review, Vol. 76 (1), pp. 27–58.

14. Berthon P., Hulbert J.M., Pitt L.F. (1999). «Brand management prognostications». Sloan Management Review, Vol. 40 (2), pp. 56–65.

15. Billett M.T., Liu Y. (2008). «Shareholder-manager alignment and the cost of debt ». - Подробнее .

16. Brealey R.A., Myers A.C., Allen F. (2008). Principles of Corporate Finance, 8th ed. New York: McGraw-Hill.

17. Cardozo R.N., Smith D.K. (1983). «Applying financial portfolio theory to product portfolio decisions: an empirical study». Journal of Marketing, Vol. 47 (Spring), p. 110–119.

18. Cecchetti S.G., Kashyap A.K., Wilcox D.W. (1997). «Interactions between the seasonal and business cycles in production and inventories». American Economic Review, Vol. 87 (5), pp. 884–892.

19. Chatterjee S., Lubatkin M.H., Schulze W.S. (1999). «Toward a strategic theory of risk premium: moving beyond capm». Academy of Management Review, Vol. 24 (3), pp. 556–567.

20. Chaudhuri A., Holbrook M.B. (2001). «The chain of effects from brand trust and brand affect to brand performance: the role of brand loyalty». Journal of Marketing, Vol. 65 (April), pp. 81–93.

21. Coles J.L., Naveen D.D., Naveen L. (2006). «Managerial incentives and risk-taking». Journal of Financial Economics, Vol. 79 (2), pp. 431–468.

22. D’Aveni R.A., Ilinitch A.Y. (1992). «Сomplex patterns of vertical integration in the forest products industry: systematic and bankruptcy risks». Academy of Management Journal, Vol. 35 (3), pp. 596–625.

23. Day G.S., Fahey L. (1988). «Valuing market strategies». Journal of Marketing, Vol. 52 (July), pp. 45–57.

24. Devinney T.M., Stewart D.W. (1988). «Rethinking the product portfolio: a generalized investment model». Management Science, Vol. 34 (9), pp. 1080–1095.

25. Dickson P.R., Giglierano J.J. (1986). «Missing the boat and sinking the boat: a conceptual model of entrepreneurial risk». Journal of Marketing, Vol. 50 (July), pp. 58–70.

26. Eckbo B.E., Smith D.C. (1998). «The conditional performance of insider trades». Journal of Finance, Vol. 53 (2), pp. 467–498.

27. Erdem T. (1998). «An empirical analysis of umbrella branding». Journal of Marketing Research, Vol. 35 (August), pp. 339–351.

28. Fama E.F., French K.R. (1993). «Common risk factors in the returns on stocks and bonds». Journal of Financial Economics, Vol. 33 (1), pp. 3–56.

29. Fama E.F., French K.R. (1997). «Industry costs of equity». Journal of Financial Economics, Vol. 43 (2), pp. 153–193.

30. Ferreira M.A., Laux P.A. (2007). «Corporate governance, idiosyncratic risk, and information flow». Journal of Finance, Vol. 62 (2), pp. 951–981.

31. Fischer M. (2007). «Valuing brand assets: a cost-effective and easy-to-implement measurement approach». Marketing Science Institute Report, No. 07–107.

32. Fornell C., Mithas S., Morgenson F.V., Krishnan M.S. (2006). «Customer satisfaction and stock prices: high returns, low risk». Journal of Marketing, Vol. 70 (January), pp. 3–14.

33. Gaspar J.M., Massa M. (2007). «Local ownership as private information: evidence on the monitoring-liquidity trade-off». Journal of Financial Economics, Vol. 83 (3), pp. 751–792.

34. Goyal A., Santa-Clara P. (2003). «Idiosyncratic risk matters!». Journal of Finance, Vol. 58 (3), pp. 975–1007.

35. Greene W.H. (2003). Econometric Analysis. Prentice Hall, Englewood Cliffs, NJ.

36. Gruca T.S., Rego L.L. (2005). «Customer satisfaction, cash flow, and shareholder value». Journal of Marketing, Vol. 69 (July), pp. 115–130.

37. Hand J.R.M., Holthausen R.W., Leftwich R.W. (1992). «The effect of bond rating agency announcements on bond and stock prices». Journal of Finance, Vol. 47 (2), pp. 733–752.

38. Harris M., Raviv A. (1991). «The theory of capital structure». Journal of Finance, Vol. 46 (1), pp. 297–355.

39. Hoyer W.D., Brown S.P. (1990). «Effects of brand awareness on choice for a common, repeat-purchase product». Journal of Consumer Research, Vol. 17 (2), pp. 141–148.

40. Ittner Ch.D., Larcker D.F. (1998). «Are nonfinancial measures leading indicators of financial performance? An analysis of customer satisfaction». Journal of Accounting Research, Vol. 36 (3), pp. 1–35.

41. Kamstra M., Kennedy P. , Tek-Kin Suan (2001). «Combining bond rating forecasts using logit». Financial Review, Vol. 37 (1), pp. 75–96.

42. Kaplan R.S., Urwitz G. (1979). «Statistical models of bond ratings: a methodological inquiry». Journal of Business, Vol. 52 (2), pp. 231–261.

43. Keller K.L. (1993). «Conceptualizing, measuring, and managing customer-based brand equity». Journal of Marketing, Vol. 57 (January), pp. 1–22.

44. Keller K.L. (2003). Strategic Brand Management: Building, Measuring, and Managing Brand Equity. Prentice Hall, Englewood Cliffs, NJ.

45. Keller K.L., Lehmann D.R. (2006). «Brands and branding: research findings and future priorities». Marketing Science, Vol. 25 (6), pp. 740–759.

46. Kennedy P. (2003). A Guide to Econometrics. MIT Press, Cambridge, MA.

47. Kerin R., Sethuraman R. (1998). «Exploring the brand value-shareholder value nexus for consumer goods companies». Journal of the Academy of Marketing Science, Vol. 26 (4), pp. 260–273.

48. Kisgen D.J. (2006). «Credit ratings and capital structure». Journal of Finance, Vol. 61 (3), pp. 1035–1072.

49. Kroll M., Wright P. , Heiens R.A. (1999). «The contribution of product quality to competitive advantage: impacts on systematic variance and unexplained variance in returns». Strategic Management Journal, Vol. 20 (4), pp. 375–384.

50. Lane V., Jacobson R. (1995). «Stock market reactions to brand extension announcements: the effects of brand attitude and familiarity». Journal of Marketing, Vol. 59 (January), pp. 63–77.

51. Lubatkin M., Chatterjee S. (1994). «Extending modern portfolio theory into the domain of corporate diversification: does it apply?». Academy of Management Journal, Vol. 37 (1), pp. 109–136.

52. Lukas B.A., Whitwell G.J., Doyle P. (2005). «How can a shareholder value approach improve marketing’s strategic influence?». Journal of Business Research, Vol. 58 (4), pp. 414–422.

53. Luo X., Bhattacharya C.B. (2008). «The debate over doing good: corporate social performance and firm-idiosyncratic risk». Marketing Science Institute Report, No. 08–111.

54. Madden T.J., Fehle F. , Fournier S.M. (2006). «Brands matter: an empirical investigation of brand building activities and the creation of shareholder value». Journal of the Academy of Marketing Science, Vol. 34 (2), pp. 224–235.

55. Markowitz H.M. (1999). «The early history of portfolio theory: 1600–1960». Financial Analysts Journal, Vol. 55 (4), pp. 5–16.

56. McAlister L., Srinivasan R., MinChung K. (2007). «Advertising, research and development, and systematic equity risk of the firm». Journal of Marketing, Vol. 71 (January), pp. 35–48.

57. Mela C., Gupta S., Lehmann D.R. (1997). «The long-term impact of promotion and advertising on consumer brand choice». Journal of Marketing Research, Vol. 34 (May), pp. 248–261.

58. Merton R.C. (1974). «On the pricing of corporate debt: the risk structure of interest rates». Journal of Finance, Vol. 29 (2), pp. 449–470.

59. Merton R.C. (1987). «A simple model of capital market equilibrium with incomplete information». Journal of Finance, Vol. 42 (3), pp. 483–510.

60. Miller K.D., Leiblein M.J. (1996). «Corporate risk-return relations: returns variability versus downside risk». Academy of Management Journal, Vol. 39 (1), pp. 91–122.

61. Mitchell V.-W. (1999). «Consumer perceived risk: conceptualisations and models». European Journal of Marketing, Vol. 33 (1–2), pp. 163–195.

62. Mizik N., Jacobson R. (2008). «The financial value impact of perceptual brand attributes». Journal of Marketing Research, Vol. 45 (February), pp. 15–32.

63. Myers S.C. (1977). «Determinants of corporate borrowing». Journal of Financial Economics, Vol. 5 (2), pp. 147–175.

64. Newman J.W., Werbel R.A. (1973). «Multivariate analysis of brand loyalty for major household appliances». Journal of Marketing Research, Vol. 10 (May), pp. 363–389.

65. Oliver R.L. (1997). Satisfaction: a Behavioral Perspective on the Consumer. New York: McGraw-Hill.

66. Ramsey J.B. (1969). «Tests for specification errors in classical linear least-squares regression analysis». Journal of the Royal Statistical Society, Series B, Vol. 31 (2), pp. 350–371.

67. Rappaport A. (1997). Creating Shareholder Value: a Guide for Managers and Investors. New York: The Free Press.

68. Ruefli T.W., Collins J.M., Lacugna J.R. (1999). «Risk measures in strategic management research: auld lang syne?». Strategic Management Journal, Vol. 20 (2), pp. 167–194.

69. Rust R.T., Ambler T., Carpenter G.S., Kumar V., Srivastava R.K. (2004). «Measuring marketing productivity: current knowledge and future directions». Journal of Marketing, Vol. 68 (October), pp. 76–89.

70. Schwert G.W. (1989). «Why does stock market volatility change over time?». Journal of Finance, Vol. 44 (5), pp. 1115–1154.

71. Sharpe W.F. (1964). «Capital asset prices: a theory of market equilibrium under conditions of risk». Journal of Finance, Vol. 19 (3), pp. 425–442.

72. Shin H.-H., Stulz R.M. (2000). «Firm value, risk, and growth opportunities». NBER Working Paper, No. 7808.

73. Singh M., Faircloth Sh., Nejadmalayeri A. (2005). «Capital market impact of product marketing strategy: evidence from the relationship between advertising expenses and cost of capital». Journal of the Academy of Marketing Science, Vol. 33 (4), pp. 432–444.

74. Sivakumar K., Raj S.P. (1997). «Quality tier competition: how price change influences brand choice and category choice». Journal of Marketing, Vol. 61 (July), pp. 71–84.

75. Srivastava R.K., Reibstein D.J., Joshi R.V. (2006). «Linking marketing metrics to financial performance». ZIBS Technical Report.

76. Srivastava R.K., Shervani T.A., Fahey L. (1998). «Market-based assets and shareholder value: a framework for analysis». Journal of Marketing, Vol. 62 (January), pp. 2–18.

77. Titman Sh., Wessels R. (1988). «The determinants of capital structure choice». Journal of Finance, Vol. 43 (1), pp. 1–19.

78. Tuli K.R., Bharadwaj S.G. (2008). «Examining the relevance of customer satisfaction for wall street: the case of systematic and idiosyncratic risk». Marketing Science Institute Report, No. 08–210.

79. Webster F., Malter A., Ganesan Sh. (2003). «Can marketing regain its seat at the table?». Marketing Science Institute Report, No. 03–113.

80. Whitwell G.J., Lukas B.A., Hill P. (2007). «Stock analysts’ assessments of the shareholder value of intangible assets». Journal of Business Research, Vol. 60 (1), pp. 84–90.

81. Wyatt A. (2005). «Accounting recognition of intangible assets: theory and evidence on economic determinants». The Accounting Review, Vol. 80 (3), pp. 967–1003.