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The Economic Circumstances Surrounding the Decision to Capitalize Brands—A Comment
Author(s) -
Cleaver K. C.,
Ormrod P.
Publication year - 1994
Publication title -
british journal of management
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 2.407
H-Index - 108
eISSN - 1467-8551
pISSN - 1045-3172
DOI - 10.1111/j.1467-8551.1994.tb00081.x
Subject(s) - variety (cybernetics) , capitalization , marketing , economics , business , positive economics , computer science , artificial intelligence , philosophy , linguistics
SUMMARY The paper offers a reappraisal of the empirical study by Mather and Peasnell (1991) of 13 UK brand‐capitalizing companies. It argues that the findings of this study can be questioned on a variety of grounds including: method appropriateness, indirectness, timing and data issues. Specifically, it is suggested that their use of market reaction testing on this topic fails to capture the wide variety of economic consequences that may flow from brand capitalization.