TY  - JOUR
AB  - Purpose The objective of this article is to investigate the moderating role of national cultures in the relationship between brand value and firm value.Design/methodology/approach This article examines the topic in the context of different national cultural attributes, including individualism, uncertainty avoidance, masculinity, power distance, and long-term orientation. We use brand values of the Financial Times Global 500 companies and national cultural values reported by Hofstede, GLOBE, and Schwartz.Findings Results exhibit that brands are more value-additive to companies in highly individualistic cultures. Furthermore, a valuable brand contributes more to firm value in countries with low uncertainty avoidance, high masculine, low power distance, and short-term oriented cultures.Originality/value The evidence suggests that while a valuable brand contributes to firm value, the level of its effect on firm value varies by national cultures.
VL  - 32
IS  - 8
SN  - 1355-5855
DO  - 10.1108/APJML-03-2019-0121
UR  - https://doi.org/10.1108/APJML-03-2019-0121
AU  - Chowdhury Reza
AU  - Chun Wootae
AU  - Choi Sungchul
AU  - Friend Kurtis
PY  - 2020
Y1  - 2020/01/01
TI  - Brand and firm values in distinct national cultures
T2  - Asia Pacific Journal of Marketing and Logistics
PB  - Emerald Publishing Limited
SP  - 1737
EP  - 1758
Y2  - 2024/09/21
ER  -