سال انتشار: ۱۳۹۳

محل انتشار: کنفرانس بین المللی اقتصاد، حسابداری، مدیریت و علوم اجتماعی

تعداد صفحات: ۹

نویسنده(ها):

Mohammad hamed khanmoammadi – Assistant Professor of Accounting, Islamic Azad University, Damavand Branch, Damavand. Iran
Samane ghasemi – Department of Accounting, Science and Research Branch, Islamic Azad University, Damavand,Iran
Hamid reza mostafaei – Associate of Statistics Department, Islamic Azad University North Tehran Branch Faculty of Basic Sciences,Tehran, Iran

چکیده:

According to the fact that most advertising and marketing costs are not measurable through financial performance, for this reason, understanding dedicated brand value and the consequences of advertisement are so important to focus on investing in branding and marketing. This quantitative research sought to understand the common effect of brand value and cost of advertising on financial performance (stock returns) companies in the automotive and components construction. The theoretical framework of the resource considers resource-based view and expresses intangible assets of a company has a positive relationship with keeping the company competitive advantage. The key research question includes the joint effect of brand value and cost of advertising on stock returns. Information about the research project is including the cost of advertising and brand value of 5 companies listed in Tehran Stock Exchange from 2001 to 2012, as well as information related to stock returns has been extracted from the financial statements. The results of this study indicated that the dependent variable (stock returns) and the joint effect of brand and advertising are related