Impact of brand recognition and brand reputation on firm performance: U.S.-based multinational restaurant companies' perspective

Yoon Koh, Seoki Lee, Soyoung Boo

Research output: Contribution to journalArticle

27 Scopus citations

Abstract

Given the importance of a firm's performance, which is of significant interest to many groups of people including management, shareholders and governments, this study aims to examine the impact of brand recognition and brand reputation on firm performance within the U.S. multinational restaurant company context. The study findings suggest that brand reputation, in general, has a positive influence on a firm's value performance but no significant relationship with accounting performance. Brand recognition shows no significant relationship with both value and accounting performance measures controlling for the degree of internationalization of a multinational restaurant company.

Original languageEnglish (US)
Pages (from-to)620-630
Number of pages11
JournalInternational Journal of Hospitality Management
Volume28
Issue number4
DOIs
StatePublished - Dec 1 2009

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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