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The Effect of the Economic Crisis on the Value of Global Brands

Year: 2011

Type: article

Abstract: In 2008 the most severe economic crisis since the Great Depression hit the global economy. The current economic crisis has a negative impact on both people and organizations and changed many aspects of the global economy, such as government policies, corporate affairs or investors behavior . This article empirically examines the effect of the economic crisis on the value of global brands correlating the Interbrand model for assessing brand value with the dynamics of the global economy. The findings reveal that macroeconomic events such as an economic crisis do not necessarily affect brand value, but have a negative impact on the growth and development of individual brands. Moreover, a large scale economic crisis exerts a significant influence on how the monetary value of a brand is established and concentrated in todays markets.

Source: Ovidius University Annals Economic Sciences Series

Author: Claudiu-Cătălin Munteanu

Language: English

Topic: Consumer Behavior in Brand Consumption and Identification

Subfield: Marketing

Field: Business, Management and Accounting

Domain: Social Sciences

SDG: Decent work and economic growth

Open Access status: diamond

OpenAlex ID: W2118939310

FWCI: 1.388

Cites: 8

Cited by: 6

Related to: 10