论文标题
国际共同品牌和企业财务绩效
International Co-Branding and Firms Finance Performance
论文作者
论文摘要
共同品牌已成为一种广泛使用的营销策略，但对其对公司股票价值的影响几乎没有关注。先前的文献表明，正确使用共同品牌策略可以帮助企业利用品牌价值和权益。我们讨论了先前研究的理论基础和主要成就。我们开发了一个概念框架和假设，以缩小感兴趣的主题的现有研究差距。我们认为，共同品牌事件公告在股市中产生正常的回报。此外，我们研究了共同品牌结构对共同品牌事件公告与异常收益之间关系的调节影响。我们声称，更高的共同融合，更大的共同品牌排他性以及更长的共同品牌持续时间为合作伙伴提供了更大的正异常回报。
Co-branding has become a widely used marketing strategy, yet little attention has been paid to its impact on a firm's stock value. Prior literature has shown that using a co-branding strategy properly helps firms leverage the brand value and equity. We discussed the theoretical foundations and main accomplishments of prior studies. We developed a conceptual framework and hypothesis to close the existing research gap in the topic of interest. We argued that co-branding event announcement generates positive abnormal returns in the stock market. Furthermore, we investigated the moderating impact of co-branding structure on the relation between co-branding event announcements and abnormal returns. We claimed that higher co-branding integration, greater co-branding exclusivity, and longer co-branding duration generate a greater positive abnormal return for the partnering firms.
