Impact of brand value, advertising, and Research and development on strock returns: A case study of top brands

Abstract

This research study investigates the relationship between Brand Value, Advertising, and Research and Development with Stock Return. It helps to identify the associations between the marketing activities of the company and the fmancial performance of the company. This association is investigated by using marketing activities like Advertising, Brand Value, and Research and Development with fmancial performance through stock returns. 21 top brands from all over the globe for the time period of20 15-20 18 were selected to run the Panel regression model, and results showed that significance of the variables. The values of Advertising and Brand Value is greater than the significance value, which shows the Advertising and Brand Value has a significant impact on Stock Returns. However, the value of Research and Developnient is positive but less than the significance value, and it shows the positive but weak impact on Stock Returns.