Потребительский капитал бренда и риски компании (часть 2) 
Риго Л., Биллетт М., Морган Н.

Независимые переменные;
Построение модели;
Результаты и обсуждение;
Дальнейшие исследования;

Ключевые слова: потребительский капитал, риски компании, прибыль компании, акционерная стоимость, маркетинг и финансы


Инвесторы и менеджеры оценивают потенциал инвестиций с позиции риска и прибыли. Заимствуя показатели риска из финансовой литературы, авторы используют кредитные рейтинги, чтобы получить данные о риске кредиторов и стандартном отклонении дохода от акций для измерения риска акционеров, который они затем разделяют на систематический и несистематический. Также авторы изучают влияние потребительского капитала бренда (ПКБ) на риски компании.

Журнал: «Бренд-менеджмент» — №4, 2011 (© Издательский дом Гребенников)
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Риго Лопо

Старший преподаватель маркетинга в Бизнес-колледже Типпи, Университет штата Айова.

Айова, США

Другие статьи автора 2

Биллетт Метью

Профессор по финансам в Бизнес-колледже Типпи, Университет штата Айова.

Айова, США

Другие статьи автора 2

Морган Нил

Адъюнкт-профессор по маркетингу в Школе бизнеса Келли, Университет штата Индиана.

Индиана, США

Другие статьи автора 2