Abstract:

The efforts to create a brand value and make a brand value permanent have been increasing in recent years. While the topic of brand value is more addressed in the field of marketing, the study of the relationship between brand value and other disciplines has become an increasingly important topic. The research of the company’s value and performance can be created by gathering data related to the marketing and financial disciplines. In this study, in the period 2009 - 2016, in the sample of 27 companies registered in the Stock Exchange of Istanbul (BIST), the relationship between the brand value and the company value was studied using the Panel VAR method. The results showed that the value of the brand and the company are associated in a long term, that the value of the brand and the value of the company influence each other, and that the value of the brand is the cause of the value of the company.

Abstract:

It seems that efforts to create brand value and make brand value permanent have increased in recent years. While the issue of brand value has been addressed more in the field of marketing, the study of the relationship between brand value and other disciplines has become an increasingly important issue. Investigation of firm value and firm performance can be done by bringing together the data of marketing and finance disciplines. In this study, the relationship between brand value and firm value in the samples of 27 firms registered in Istanbul Stock Exchanges (BİST) during the period of 2009 - 2016 was investigated using Panel VAR method. The results show that brand value and firm value are related in the long run, brand value and firm value affect each other and brand value is the reason for firm value.

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