Siła marki a wyniki finansowe banków
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BRAND STRENGTH AND FINANCIAL PERFORMANCE OF BANKS
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Brand is assumed to be a source of future cash flows for the company. As such, the brand strength should manifest itself in the financial results of a company. The purpose of this article is to analyse the link between brand equity and company’s financial performance from a management and shareholder perspectives. The research is designed as a quantitative study and is based on the corellation analysis of financial performance of 11 polish listed banks collated with brand strength measures obtained from consumer evaluation research for the period 2006-2010. The conducted analysis indicates that there is a statistically significant correlation between brand strength and majority of firm performance measures. Also statistically significant correlation was identified be-tween brand strength and Price/Book Value measure. However no significant relations were found between brand strength and Total Shareholder Return measure.
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