Srinivasan, Shuba; Hsu, Liwu; Fournier, Susan - 2011
value of branding in clear financial terms. The objective of this chapter is to integrate emerging insights from the … literature on branding and shareholder value into a process framework that helps enumerate and explain the brand-finance link …. This chapter begins by discussing the reasons why using shareholder value (i.e., stock returns and risks) is an appropriate …