Essays about: "Elle Mustakallio"

Found 2 essays containing the words Elle Mustakallio.

1. 1. The Market (Non)-Reaction to Brand Activism Announcements: Price and Volume Effects

   University essay from Handelshögskolan i Stockholm/Institutionen för finansiell ekonomi

   Author : Elle Mustakallio; Maja Hellström Ängerud; [2021]
   Keywords : Brand activism; Abnormal return; Abnormal trading volume; Event study; Company announcements;

   Abstract : Brand activism - defined as a firm, or an individual representing a firm, publicly taking a stance on a divisive social or political issue - is an emerging and increasingly widespread phenomenon. While mainly researched by marketing scholars, given its impact on customer purchase intentions and brand attitudes, brand activism has remained vastly unexplored from an investor perspective. READ MORE

3. 2. Customer Equity: To Capitalize or Not to Capitalize - That is the Question - A Study on Customer Equity in Subscription-based Enterprises from Stakeholders' Perspectives

   University essay from Handelshögskolan i Stockholm/Institutionen för redovisning och finansiering

   Author : Elle Mustakallio; Mathilde Hannell; [2019]
   Keywords : Customer equity; Subscription-based enterprises; Customer lifetime value; Capitalization; Intangible assets;

   Abstract : Customer equity is a concept that stems from the marketing field of research, however, its usefulness extends beyond the valuation of marketing activities. Within the accounting field of research, customer equity has been examined by a limited number of researchers who have identified it as the main, value-driving, intangible asset in subscription-based enterprises, currently missing from the financial reports. READ MORE