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The Impact of CMO Tenure on Brand Equity and Cost of Capital : = Insights from Business to Consumer Industries.

紀錄類型:	書目-語言資料,手稿 : Monograph/item
正題名/作者:	The Impact of CMO Tenure on Brand Equity and Cost of Capital :/
其他題名:	Insights from Business to Consumer Industries.
作者:	Swartz, Tracey A.
面頁冊數:	1 online resource (69 pages)
附註:	Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.
Contained By:	Dissertation Abstracts International79-11A(E).
標題:	Marketing. -
電子資源:	click for full text (PQDT)
ISBN:	9780438112353

The Impact of CMO Tenure on Brand Equity and Cost of Capital : = Insights from Business to Consumer Industries.
Swartz, Tracey A.

The Impact of CMO Tenure on Brand Equity and Cost of Capital :Insights from Business to Consumer Industries. - 1 online resource (69 pages)

Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.

Thesis (Ph.D.)--University of South Carolina, 2018.

Includes bibliographical references

This paper investigates the relationship between CMO tenure and firm risk as measured by cost of capital. The author develops a conceptual model linking the direct impact of CMO tenure on the firm's cost of capital and indirect impact through brand equity. The hypotheses are tested using data on 125 public US-based firms between 2004 and 2013. The findings suggest that longer CMO tenure results in higher brand equity. Further, longer CMO tenure reduces cost of capital through its impact on brand equity. The authors also find that the impact of CMO tenure on brand equity is strengthened when the CEO has prior marketing experience as well as when the CEO and CMO have same-firm prior experience. However, the impact is weaker when the CEO has greater general ability (i.e., generalist). Post-hoc analyses reveals that CMO tenure has economically meaningful impact on cost of capital by releasing extra working capital for investment outside. The findings imply that a revolving CMO door is costly for the firm.

Electronic reproduction.
Ann Arbor, Mich. :
ProQuest,
2018

Mode of access: World Wide Web

ISBN: 9780438112353Subjects--Topical Terms:

557931
Marketing.
Index Terms--Genre/Form:

554714
Electronic books.

The Impact of CMO Tenure on Brand Equity and Cost of Capital : = Insights from Business to Consumer Industries.
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500 $a Source: Dissertation Abstracts International, Volume: 79-11(E), Section: A.
500 $a Advisers: Kartik Kalaignanam; Satish Jayachandran.
502 $a Thesis (Ph.D.)--University of South Carolina, 2018.
504 $a Includes bibliographical references
520 $a This paper investigates the relationship between CMO tenure and firm risk as measured by cost of capital. The author develops a conceptual model linking the direct impact of CMO tenure on the firm's cost of capital and indirect impact through brand equity. The hypotheses are tested using data on 125 public US-based firms between 2004 and 2013. The findings suggest that longer CMO tenure results in higher brand equity. Further, longer CMO tenure reduces cost of capital through its impact on brand equity. The authors also find that the impact of CMO tenure on brand equity is strengthened when the CEO has prior marketing experience as well as when the CEO and CMO have same-firm prior experience. However, the impact is weaker when the CEO has greater general ability (i.e., generalist). Post-hoc analyses reveals that CMO tenure has economically meaningful impact on cost of capital by releasing extra working capital for investment outside. The findings imply that a revolving CMO door is costly for the firm.
533 $a Electronic reproduction. $b Ann Arbor, Mich. : $c ProQuest, $d 2018
538 $a Mode of access: World Wide Web
650 4 $a Marketing. $3 557931
655 7 $a Electronic books. $2 local $3 554714
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