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All Journal Proceeding of International Conference on Entrepreneurship (IConEnt)
Suryadinata, Andre
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Economics, Econometrics & Finance

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Brand Equity and Stock Performance in Indonesia During the Stock Market Crash Period in 2020 Suryadinata, Andre; Kim, Sung Suk
Proceeding of International Conference on Entrepreneurship (IConEnt) Vol 3 (2023): Proceeding of 3rd International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

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Abstract

We study the relationship between brand equity and stock return in the Indonesian market during the market crash period (March 5th–March 24th, 2020). Using the brand valuation published in “Top 100 Most Valuable Brands” in Indonesia 2020 by Brand Finance, we find that during the crash period, stocks with high brand equity have significantly negative returns with significantly higher systematic risk. We continue further by also analyzing the non-crash period in 2020. We find that in 2020 as a whole, stocks with high brand equity will provide significantly higher returns while at the same time having significantly higher systematic risk compared to other stocks with lower brand equity.
Brand Equity and Stock Performance in Indonesia During the Stock Market Crash Period in 2020 Suryadinata, Andre; Kim, Sung Suk
Proceedings of the International Conference on Entrepreneurship (IConEnt) Vol. 3 (2023): Proceedings of the 3rd International Conference on Entrepreneurship (IConEnt)
Publisher : Universitas Pelita Harapan

Show Abstract | Download Original | Original Source | Check in Google Scholar

Abstract

We study the relationship between brand equity and stock return in the Indonesian market during the market crash period (March 5th-March 24th, 2020). Using the brand valuation published in “Top 100 Most Valuable Brands” in Indonesia 2020 by Brand Finance, we find that during the crash period, stocks with high brand equity have significantly negative returns with significantly higher systematic risk. We continue further by also analyzing the non-crash period in 2020. We find that in 2020 as a whole, stocks with high brand equity will provide significantly higher returns while at the same time having significantly higher systematic risk compared to other stocks with lower brand equity.
Co-Authors Sung Suk Kim