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The impact of brand quality on shareholder wealth

Baradwaj, Sundar; Tuli, Kapil; Bonfrer, Andre


This study examines the impact of brand quality on three components of shareholder wealth: stock returns, systematic risk, and idiosyncratic risk. The study finds that brand quality enhances shareholder wealth insofar as unanticipated changes in brand quality are positively associated with stock returns and negatively related to changes in idiosyncratic risk. However, unanticipated changes in brand quality can also erode shareholder wealth because they have a positive association with changes...[Show more]

CollectionsANU Research Publications
Date published: 2011
Type: Journal article
Source: Journal of Marketing
DOI: 10.1509/jmkg.75.5.88


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