Cheng, Bilu; Hou, Siyu - In: Marketing Intelligence & Planning 42 (2024) 8, pp. 1433-1463
estimation to empirically evaluate the impact of brand equity on financial performance (Tobin’s q) and its boundary effects …. Findings This study reveals that in China, the influence of brand equity on Tobin’s q isn’t significant. However, when … brand equity on Tobin’s q in China is more pronounced in regions with higher economic or product market development …