지속가능한 브랜드 전략의 재무적 특성 및 결정요인 : 상호를 중심으로

Abstract

This study is to analyze the relation of the brand maintenance or change strategy by the firms with financial characteristics, and to ferret out the determinants of the corporate name maintenance in order to provide the empirical basis for the sustainable brand strategy. To put it concretely, to analyze that has using same corporate name since its incorporation contributed the business performance improvement? The sample used in this research consists of 673 non financial firms which listed in the KOSDAQ(Korea Securities Dealers Automated Quotation) at the 2012 year. I obtain the financial data for this study from the KIS-ValueII. And I obtain the corporate name change data from DART or each company's web site. The study finds that relationship between corporate name maintenance or change strategy and financial performance. First, I find the firms that using same corporate name since its incorporation had higher Tobin's Q, R&D ratio but lower leverage ratio and credit rating than the corporate name changed firms. Second, specially I find financial characteristics of the firms that using same corporate name since its incorporation had higher rate of operating income on total capitals, net sales growth rate, ROA{(earnings before interest and tax)/assets} than the corporate name changed firms. Third, the determinants of the firms that using same corporate name since its incorporation are Tobin‘s Q(-), ROA(+), and R&D(+) in financial indicators and corporate history(-), industry(+), ower ship turnover(-), credit rating(-), and Audit pointed out errors(-) in the non financial factor. These results are provided on the usefully empirical base for the availability of a sustainable branding strategy. And corporate brand strategists as well as government official of commercial and industrial, and educator of MBA course I hope find the finding of this study useful.