摘要
提升品牌价值是市场营销的重要部分,对公司的长远发展具有重要影响。通过选取2013—2017年获得品牌故事大赛奖的上市公司为样本,运用事件研究法分析了企业获得品牌奖是否能够增加企业价值。研究结果表明短期区间内(事件日前1天到后3天)企业会产生-1.14%的股价异常回报率,而位于东部地区的公司相较中西部地区会具有更为强烈的市场反应。
The promotion of brand value is a crucial part in marketing for having an important impact on the long-term development.By selecting the listed firms that won the brand story awards from 2013 to 2017,this study analyzes whether the firms winning the brand awards can increase the market value by using the method of event study.The results show that companies generate an abnormal return rate of-1.14%in the short term(the day before to three days after announcement day),while companies in the east have stronger market reaction than those in the other regions.
作者
吕静静
Lyu Jingjing(College of Management and Economics,Tianjin University,Tianjin 300072,China)
出处
《甘肃科学学报》
2021年第2期141-145,共5页
Journal of Gansu Sciences
基金
国家自然科学基金项目“移动互联网背景下全渠道零售企业服务质量测评与改进研究”(71572122)。
