Estimating the Brand Image in the Process of Accounting Convergence: Perceptions and Practices Gap

Estimating the Brand Image in the Process of Accounting Convergence: Perceptions and Practices Gap

Ionica Oncioiu (Titu Maiorescu University, Romania)
Copyright: © 2017 |Pages: 13
DOI: 10.4018/978-1-5225-1900-3.ch011
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Abstract

Globalization is an irreversible process accounting. The global economic crisis that cross, there is need for stronger global accounting standards, to ensure a common language for each type of transaction and for each business sector. The value of intangible assets has been the main focus in the debates between consumers' evaluations about brand name and business world for many decades. Today, this concept interferes with the international process of assessment, but also is influenced by the store name and the quality of merchandise it carries.
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Background

In recent decades there was an idea almost unanimous on the growing importance of brand image. Also, many economists have stressed the importance of brand image as a production factor in comparison with traditional assets. There are two theories on economic growth: the theory of neo-classical growth theory exogenous and endogenous growth. Intangibles reflect different endogenous model.

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