ブランドが企業業績に与える影響の業種間での差異についての実証研究

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  • ブランド ガ キギョウ ギョウセキ ニ アタエル エイキョウ ノ ギョウシュ カン デ ノ サイ ニ ツイテ ノ ジッショウ ケンキュウ
  • Empirical Study on Difference by Industries in Brand Effects on Firms’ Performance

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The purpose of this study is to make clear that there is difference in brand effects on firms’ performance by industries. As index for brand strength, I select “there is unique attractiveness in brand” ratio from a survey about Japanese brands “Brand Japan”. As firms’ performance, return on sales and return on assets are used. I analyzed the brand strength and firms’ performance by structural equation modeling. Two kinds of analysis were made; one is to compare the standardized regression coefficient between a group of alcoholic drink, and soft drink which have large brand role in purchase and the other industries. The result is that the former industry has bigger brand effects on firms’ performance. The other is to compare 11 industries which have more than 60 samples. The result is non-manufacturing industries such as retail, wholesale, and service have larger brand effects than manufacturing industries.

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