I am looking for measuring brand performance, based on secondary database, (available in India).
You may look at "Sahay, A., & Pillai, A. (2009). Differential impact of advertising and distribution expenditure on Tobin's Q: A perspective from listed firms in India. Journal of Indian Business Research, 1(2/3), 77-94." for guidance although it does not fully answer your query.
thank you sir.
Would you have any suggestion (by referring papers or articles etc) on gauging brand performance by social network analysis?
Tobin's Q is used as a measurement tool of performance, usually financial performance of a variable. It is calculated as follows:
Tobin's Q = (Equity Market Value + Liabilities Market Value) / (Equity Book Value + Liabilities Book Value).
You may want to look at our paper, stated hereinafter, where we used Tobin's Q as one of our financial performance measurement tools:
THE EFFECT OF CORPORATE GOVERNANCE ON BANK FINANCIAL PERFORMANCE: EVIDENCE FROM THE ARABIAN PENINSULA
Mohamed A. Basuony, Ehab K. A. Mohamed, Ahmed M Al-Baidhani
Corporate Ownership & Control / Volume 11, Issue 2, 2014, Continued - 1
As brand`s value appears as one of the sources of the difference bw book and market value, you can gauge its value with Tobin`s Q. However, the classical tool is (if available) a report like Interbrand. The problem is with local brands (although you can look at the Indian report). I enclose one of the classical works on brands' valuation, I hope it is helpful!
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