Global ETD Search
Search theses and dissertations gathered from participating repositories worldwide. Every result links back to the library that holds it. No account is needed.
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Showing 1 to 3 of 3 for “"Marketing-finance interface"”.
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Three essays on marketing-finance interface and retailing
Submission published under a 24 month embargo labeled 'Closed Access', the embargo will last until 2024-08-01
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Marketing Expenses, Brand Equity, and a Firm's Financial Value
This dissertation examines the marketing-finance interface by interpreting strategic activities and brand equity in finance language. The first study focuses on the extent to which central brand equity dimensions (Differentiation, Relevance, Esteem, Knowledge, and Energy) influence downside risk, …
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Three Essays On Retail Branding, The Makings Of A Great Retail Brand: Antecedents, Outcomes, And Retailer Ad Spending Strategies
… setting can provide a good diagnostic tool for marketing practitioners. The second essay proposes and validates the resource premium as an outcome measure of retail brand equity. We developed our measurement in a retail clothing setting and validated it for retail grocery to prove its …