Predicting brand equity by text-analyzing annual reports

A firm’s public disclosure, such as its annual report, usually carries information of what it has done and/or will do.

Corresponding author:

Shao-Ming Xie, Department of Business Administration, National Taiwan University, No. 1 Section. 4, Roosevelt Road, Taipei City 106.

Email: D0574l00l@ntu.edu.tw

Can we predict customers’ long-term perception by what a firm says?

“It means recognising that every corporate action, every corporate decision, every corporate communication will be seen as a clue—as one of those all-important scraps and straws from which people build brands.” (Jeremy Bullmore)

Practitioners, such as the quote from Bullmore (2001) above for example, have long known that branding is a complicated and painstaking process. Market researchers have developed various ways to assess how...

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