An empirical investigation of the relationship between brand value and firm value: Evidence from Turkey

Abstract

AbstractThis paper aims to investigate the relationship between brand value and firm value by using a two‐step approach. In the first step, we use the financial‐based brand valuation model (FBVEM) to obtain the brand value of firms that operated in the Turkish manufacturing industry during the period between 2014 and 2018. In the second step, we examine the effect of brand value on Tobin's Q. In doing so, we use a novel GMM, with a measurement errors model, which takes into account mismeasurements of the financial variables. We try to get an accurate estimation of the link between brand value and Tobin's Q in our analysis. The obtained findings show that the effect of brand value on firm value is positive in the Turkish manufacturing sector. Our results remain stable after robustness checks. This is the first well‐controlled study that considers the endogeneity problem and consequent measurement errors in the relationship between brand value and firm value.