The Economic Circumstances Surrounding the Decision to Capitalize Brands—A Comment
重新评估了Mather和Peasnell（1991）对13家英国品牌资本化公司的实证研究，指出其方法、间接性、时机和数据问题，认为市场反应测试未能捕捉品牌资本化的广泛经济后果。
SUMMARY The paper offers a reappraisal of the empirical study by Mather and Peasnell (1991) of 13 UK brand‐capitalizing companies. It argues that the findings of this study can be questioned on a variety of grounds including: method appropriateness, indirectness, timing and data issues. Specifically, it is suggested that their use of market reaction testing on this topic fails to capture the wide variety of economic consequences that may flow from brand capitalization.