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Future Business Journal

Table 5 Model specification.

From: The effect of investment in the brand value chain on profitability and market value of the firm: lesson of success taken from Amazon

Hypotheses

Dependent variable

Predictor variables and error terms

H2

Profitability

α + β1 AdCos + β2 R&DCos + β3 BV + e

H3

Market Value

α + β1 AdCos + β2 R&DCos + β3 BV + e

  1. AdCos is advertisement cost, R&DCos is R&D activities costs and BV is brand value
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