The aim of the paper is to discuss the impact of property brands on the value for shareholders in the real estate and high tech industries.
The theory of Tobin's q is used as a tool in the analysis, which is also based on anecdotal empirical evidence.
We can formulate the hypothesis that property brands are even more interesting to high tech and professional firms compared to traditional real estate firms.
The hypothesis is based on a theoretical discussion and also on limited empirical examples. Further empirical studies in the area would, therefore, be of great interest.
If the above‐mentioned hypothesis is confirmed in further studies, it could contribute to an explanation of the phenomenon of property brands.
The originality lies in the combination of the real estate and high tech industries and also in the application of Tobin's q to the subject.
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