MARKA DEĞERİ: BIST TEKNOLOJİ ENDEKSİ FİRMALARI ÜZERİNE BİR UYGULAMA. (Turkish)

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Tytuł:: MARKA DEĞERİ: BIST TEKNOLOJİ ENDEKSİ FİRMALARI ÜZERİNE BİR UYGULAMA. (Turkish)
Autorzy:: AVŞARLIGİL, Nuri
Temat:: BRAND equity
FINANCIAL statements
JAPANESE literature
MARKET value
FINANCIAL markets
WILLINGNESS to pay
Alternatywny tytuł:: BRAND VALUE: AN APPLICATION ON BIST TECHNOLOGY INDEX COMPANIES. (English)
Źródło:: Journal of Marmara University Social Sciences Institute / Öneri; Jul2021, Vol. 16 Issue 56, p585-610, 26p
Terminy geograficzne:: TURKEY
Przedsiębiorstwo/ jednostka:: JAPAN. Keizai Sangyosho
Abstract (English):: In recent years, one of the important concepts that increase the value of the company as well as the registered values of the companies is the brand value. It has become a sensitive point for accurately measuring brand value, determining the market values of companies and firm performance. For this purpose, in this study, brand value calculation was made using the Hirose method, one of the financial-based brand valuation methods introduced into the literature by the Japanese Ministry of Economy, Trade and Industry, in order to measure the brand values of technology companies traded in BIST which is the financial market in Turkey. The results were obtained as prestige variable, loyalty variable, expansion variable and total brand value. According to the results obtained from the data derived from the financial statements between 2015 and 2019, it was determined that the company with the highest brand value was ASELSAN and the company with the lowest brand value was PLASTIKKART. The direct contribution of the study to the literature is that it is the first study to use the Hirose method in determining the brand value of BIST Technology Index (XUTEK) companies, it is one of the first studies prepared for the financial-based brand valuation of the companies in question, the results of the BrandFinance brand valuation technique, which is used in practice and whose calculation method is unknown, and the Hirose method. It can be expressed as one of the studies that reveal its difference. For these reasons, it is thought that the study contributes to the literature. [ABSTRACT FROM AUTHOR]
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