Atıf Sayısı
2
Görüntüleme
161
İndirme
49
In financial events such as acquisitions, mergers and public offerings, it has become increasingly important to calculate the brand value as well as the market value of companies. In addition to creating customer loyalty, the brand provides long-term cash flow to the firm. For this reason, the calculation of the true value of the brand value is important. In this context, the aim of this study is to develop a new integrated brand valuation model. Especially financial-based brand valuation has been emphasized in the study. In the analysis part of the study, among the methods that the brand value is calculated based on income, Hirose method was used both in terms of applicability and accessibility of the data it uses. For brand valuation; automotive companies such as Ford Otosan, Türk Traktör, Tofaş, Anadolu Isuzu, Karsan, Çelik Motor and Otokar were chosen among the top 100 brands in Brand Finance. In addition to the loyalty, expansion and prestige variables which are the basis of the Hirose method, beta coefficient and bottom distance variables are used in the study. The reason why beta coefficient and the bottom distance variables are used is because the risk factor is determinant for the investors in making financial investment decision. At the end of the study, the newly developed model outcomes are compared and interpreted with the existing methods. This newly developed model will provide a new perspective both internally and externally for brand value.
ın financial events such as acquisitions and public offerings has become important to calculate the brand value as well as the market value of companies add to create customer loyalty the brand provides longterm cash flow to the investment for this reason the correct value of the brand value of the brand value is important ın this context the aim of this study is to develop new integrated brand valuation model especially financialbased brand valuation has been considered in the study of the study in the analysis part of the study among the methods of the brand value is calculated in the financial value of the solution of the financial value of the company in the list of the list of the key format of the reference to the key format of the reference to the reference to the reference to the reference to the key format of the reference to the reference to the reference to the reference to the reference to the solution of the reference to the reference to the reference to the reference to the reference to the key format of the reference to the reference to the reference to the reference to the reference to the solution of the reference to the reference to the reference to the reference to the reference to the reference to the value of the reference to the reference to the reference to the reference to the reference to the reference to the reference to the reference to
Alan : Sosyal, Beşeri ve İdari Bilimler
Dergi Türü : Uluslararası
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