Comparing the Impact of Brand Value on Corporate Profit in B2B and B2C Businesses: A Case Study

Document Type: Research Paper

Authors

1 Department of Accounting, Faculty of Humanities, Tehran West Branch, Islamic Azad university, Tehran, Iran

2 Faculty of Management and Economy, Tarbiat Modares University, Tehran, Iran

Abstract

In recent years, the importance of branding has dramatically increased on the ground that brands have the potential to be a source of long-term competitive advantages for any businesses. Although it seems that brand value, theoretically, has a significant impact on corporate profits, evaluating the brand value's influence level on corporate profits can give clear signals to both managers and investors to adopt the most accurate and probable decisions. Furthermore, another significant concern of this study is whether considering different types of business matters in such analyses. As a case study, this paper investigates the impact of brand value on corporate profit in two significant industries that operate in the Tehran Stock Exchange, i.e., petrochemical and banking industries which stand for B2B and B2C businesses respectively. To do so, the monthly data from June 2008 to June 2018 in a Panel GMM framework is applied. The results show that the effect of brand value on the profit of both the banking and petrochemical industries are positive and significant. These results also confirm that the effect of brand value on profitability in the B2C businesses (banking industry) is significantly higher, almost double, compared to the B2B (petrochemical industries) business group.

Keywords

Main Subjects


Article Title [Persian]

مقایسه اثر ارزش برند بر سودآوری شرکت های در صنایع B2B و B2C: یک مطالعه موردی

Authors [Persian]

  • زهرا هنرمندی 1
  • سحر سپاسی 2
  • عادل آذر 2
1 گروه حسابداری، دانشکده علوم انسانی، واحد تهران غرب دانشگاه آزاد اسلامی، تهران، ایران
2 دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
Abstract [Persian]

در سال های اخیر، اهمیت برند سازی به شیوه چشمگیری در دنیا افزایش یافته است؛ به صورتی که برند ها به صورت بالقوه تبدیل به منابع مزایای رقابتی بلند مدت هر کسب و کاری شده اند. اگرچه به نظر می رسد ارزش برند، به طور تئوریک تاثیر با اهمیتی بر سود شرکت ها دارد، ارزیابی میزان تاثیر ارزش برند بر سود شرکت ها نشانه روشنی برای مدیران و سرمایه گذاران است تا درست ترین و متناسب ترین تصمیمات را اتخاد کنند. علاوه بر این، تمرکز اساسی دیگر این مطالعه بررسی انواع مختلف موضوعات کسب و کار در چنین تحلیل هایی است. به عنوان یک مطالعه موردی، این مقاله تاثیر ارزش برند را بر سود شرکت در دو صنعتی مهم در بورس اوراق بهادار تهران یعنی صنایع پتروشیمی و بانکداری که به ترتیب از نوع B2B و B2C بررسی می کند. برای انجام این امر، داده های ماهانه از تیر 1387 تا تیر 1397 در چارچوب یک پنل GMM استفاده شده است. نتایج نشان می دهد که تاثیر ارزش برند بر سود دو صنعت بانکداری و پتروشیمی مثبت و معنادار است. این نتایج هم چنین تاثیر ارزش برند بر سودآوری در کسب و کار های B2C را بیشتر و تقریبا دوبرابر کسب و کارهای B2B نشان می دهد.

Keywords [Persian]

  • ارزش برند
  • کسب و کار های B2B
  • کسب و کار های B2C
  • مدل پنل GMM
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