Three Essays on the Financial Impacts of Branding and Alliance Strategies

Abstract

Brands and alliances reflect bonds between the firm and its customers and channels, and have been considered important marketing assets (Srivastava, Shevani and Fahey 1998). However, little is known about how these relational assets can be leveraged through creative marketing strategies to create value for firms. My dissertation examines the financial impacts of brand and alliance strategies. Three essays address various aspects of how brands and alliances simultaneously and separately contribute to firm value. The first essay investigates the financial impact of brand alliances, a strategy that combines the two types of marketing assets. The second essay quantifies the financial impact of brand assets which reside in consumers’ mind and heart. The third essay explores how strategic alliances create value for firms in business acquisitions

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