Brand equity and firm performance in the U.S. pharmaceutical industry.

• Main Authors: Tay, Aileen Ai Li., Kor, Lee Pern., Liao, Wenjing.
• Other Authors: Tan, Khoon Eng
• Format: Final Year Project
• Published: 2008
• Subjects: DRNTU::Business::Advertising::Product
• Online Access: http://hdl.handle.net/10356/9790
• Institution: Nanyang Technological University

This paper examines the relationship between brand equity and firms’ performance among firms in the U.S. pharmaceutical industry. Our results show that brand equity is positively correlated with firms’ performance.