Universität zu Köln

Backhaus, Max Philipp (2016). Econometric Essays on Protecting, Benefiting, and Growing from Customer-based Brand Equity. PhD thesis, Universität zu Köln.

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Abstract

This dissertation thesis is about brands and the value they provide to their firms. Brands have been object of a broad stream of research as well as popular literature. Despite these facts the brand arena is still under research. We need more insights on how to build, protect, benefit, and grow from customer-based brand equity (CBBE). On this background the dissertation comprises three research papers, each addressing distinct questions with respect to antecedents and outcomes of CBBE. Therefore, the thesis addresses topics of the brand research field that are still waiting to be answered. Specifically, two of the three papers investigate how firm behavior can endanger tediously built brand values. Paper I examines the impact of product-harm and corporate social irresponsibility crises on consumer brand attention and brand strength. It also reveals the role of firm- and crisis-specific moderators that attenuate or amplify the effect of crises on brands. The second paper assesses whether firms’ layoff announcements affect consumer mindset metrics. In addition to brand attention and brand strength, the paper also accounts for a volatility-based metric, namely brand rating dispersion. Paper III analyzes how CBBE in turn affects different routes of firm value growth from the investor’s perspective. That is, it assesses the magnitude of the effects of advertising and CBBE on firm value drivers. Overall, the dissertation contributes to the scientific knowledge enhancement with respect to two fundamental issues of strategic marketing mentioned also as research priorities for 2014-2016 by the Marketing Science Institute. First, it refines the understanding of optimal social contracts with consumers. Consumer expectations have risen in terms of what they think firms should be doing besides selling their products and services. Violations of these expectations can have severe consequences, as many firms are discovering. Paper I and II underline the threat of consumer expectations with regard to firms’ social behavior. They also generate insights that facilitate optimal firm reactions in cases when such behavior is discussed negatively within the media. Second, the dissertation thesis generates detailed insights into how CBBE affects future firm value growth. Thereby, it contributes to the challenge of measuring and communicating the value of marketing activities and investments.

Item Type:	Thesis (PhD thesis)
Creators:	Creators Email ORCID ORCID Put Code Backhaus, Max Philipp maxpbackhaus@gmail.com UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-73653
Date:	4 November 2016
Language:	English
Faculty:	Faculty of Management, Economy and Social Sciences
Divisions:	Faculty of Management, Economics and Social Sciences > Business Administration > Marketing > Professorship for Business Administration, Marketing and Market Research
Subjects:	Management and auxiliary services
Uncontrolled Keywords:	Keywords Language Brand Equity English Brand Crises English Corporate Social Irresponsibility English Layoffs English Corporate Valuation English Marketing Strategy English Econometric Models English
Date of oral exam:	12 January 2017
Referee:	Name Academic Title Fischer, Marc Prof. Dr. Völckner, Franziska Prof. Dr.
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/7365