期刊名称：CROMA Journal : Contemporary Research on Organization Management and Administration
印刷版ISSN：2335-7959
出版年度：2015
卷号：3
期号：1
页码：77-84
出版社：Academic Association of Management and Administration
摘要：Purpose – The aim of the paper is to examine how the brand value would influence economic value added(EVA) of the natural mineral water producers in Lithuania.Design/methodology/approach – A research methodology composed of two main stages (brandevaluation and brand value impact on EVA). Factor analysis and multiple regression analysis are used todetermine how the factors are formed and what their relative weights are. Brand value and the other factorsinfluence on economic value added was assessed using multivariable linear regression model.Findings – The results of research have showed that Lithuanian natural mineral water sector is maturemarket, dominated by two strong brands whose profitability are steady growing annually. The customer brandvalue of Lithuania natural mineral water sector is influenced by brand awareness and loyalty and financialperformance of the brand is heavily dependent on market growth ability and marketing investments on thebrand. It also drew the conclusion that sector company’s brand value and profit before interest and taxes (EBIT)had positive influence and capital structure or weighted average cost of capital (WACC) has negative influenceon EVA, indicating that these factors had an active influence on EVA. The intangible and tangible assets has poornegative or no influence on EVA. The other factors as size, growth ability and industry’s return on equity shouldbe evaluated further in other researches. The possible reasons were discussed later and some advice was givenin order to increase the company’s economic value.Research limitations/implications – The research focused on Lithuania market and one sector.Although social and economic background of Lithuania is quite differentiates from western countries. Thediscrepancy of capital markets is also distinct. Therefore, it would be very useful to compare the research resultswith foreign countries, within different industries in the future studies.Practical implications – The paper provides the opportunity to assess the brand value of SME’s andevaluate other factors influencing EVA in process of company growth. According to the study strong positiverelationship between the EVA, brand value and EBITA, negative - with the capital structure was observed. This ispartly confirmed by foreign scientists on the survey findings. In particular, when assessing the companygenerated revenues, net profit, brand value dynamics show a positive trend to economic added value of thecompany. Therefore, some advice can be given in order to increase the company’s economic value added.Originality/Value – The research paper is the first paper in Lithuania investigating factors influencingEVA with a special focus on brand value. The evaluation model of brand value impact on EVA was created.
关键词：brand value; brand equity and financial value; economic value added; influence factor analysis
