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Hedging With Heritage: Investigating The Risk-Mitigating Role Of Corporate Brand Heritage

Lee Alm, Daniel LU and Tserenbat, Undral LU (2025) BUSN39 20251
Department of Business Administration
Abstract
Title: Hedging with Heritage: Investigating the risk-mitigating role of Corporate Brand Heritage
Course: BUSN39 - Degree Project in Global Marketing
Purpose: This study aims to examine the relationship between corporate brand heritage and their stock price volatility.
Methodology: A quantitative approach is employed, using researcher-assigned formative indicators to quantify corporate brand heritage and examine their stock price volatility accordingly. Daily stock volatility is analyzed for firms in the Russell 2000 Consumer Discretionary sector over the period from April 1, 2022 to April 1, 2025. Linear regression and correlational analyses are conducted to examine the relationship between two variables. Secondary data sources are... (More)
Title: Hedging with Heritage: Investigating the risk-mitigating role of Corporate Brand Heritage
Course: BUSN39 - Degree Project in Global Marketing
Purpose: This study aims to examine the relationship between corporate brand heritage and their stock price volatility.
Methodology: A quantitative approach is employed, using researcher-assigned formative indicators to quantify corporate brand heritage and examine their stock price volatility accordingly. Daily stock volatility is analyzed for firms in the Russell 2000 Consumer Discretionary sector over the period from April 1, 2022 to April 1, 2025. Linear regression and correlational analyses are conducted to examine the relationship between two variables. Secondary data sources are employed for both corporate brand heritage and stock price volatility.
Findings: The findings of the study indicate a significant negative relationship between corporate brand heritage and daily stock price volatility. The regression model accounts for a substantial portion of the variance in volatility, suggesting that firms with higher corporate brand heritage tend to experience lower stock price volatility.
Research implications: The study offers theoretical and practical implications for the research in the corporate brand heritage literature. Theoretically, it addresses the methodological homogeneity in brand heritage research by a quantifiable replicable Brand Heritage Score based on secondary data. This expands the consumer outcome focused view of the stream to include financial empirical outcomes. By applying RBV and Signaling Theory, the study frames corporate brand heritage as a strategic asset capable of mitigating financial risk. Practically, these findings provide managers, strategists, and investors with a framework to assess and leverage corporate brand heritage in brand management, corporate communications and investor relations.
Conclusion: The study advances the understanding of corporate brand heritage by bridging marketing and financial literatures. The findings reposition corporate brand heritage as a strategic, multi-stakeholder asset. (Less)
Please use this url to cite or link to this publication:
author
Lee Alm, Daniel LU and Tserenbat, Undral LU
supervisor
organization
course
BUSN39 20251
year
type
H1 - Master's Degree (One Year)
subject
language
English
id
9205132
date added to LUP
2025-06-30 12:11:31
date last changed
2025-06-30 12:11:31
@misc{9205132,
  abstract     = {{Title: Hedging with Heritage: Investigating the risk-mitigating role of Corporate Brand Heritage
Course: BUSN39 - Degree Project in Global Marketing
Purpose: This study aims to examine the relationship between corporate brand heritage and their stock price volatility. 
Methodology: A quantitative approach is employed, using researcher-assigned formative indicators to quantify corporate brand heritage and examine their stock price volatility accordingly. Daily stock volatility is analyzed for firms in the Russell 2000 Consumer Discretionary sector over the period from April 1, 2022 to April 1, 2025. Linear regression and correlational analyses are conducted to examine the relationship between two variables. Secondary data sources are employed for both corporate brand heritage and stock price volatility.
Findings: The findings of the study indicate a significant negative relationship between corporate brand heritage and daily stock price volatility. The regression model accounts for a substantial portion of the variance in volatility, suggesting that firms with higher corporate brand heritage tend to experience lower stock price volatility. 
Research implications: The study offers theoretical and practical implications for the research in the corporate brand heritage literature. Theoretically, it addresses the methodological homogeneity in brand heritage research by a quantifiable replicable Brand Heritage Score based on secondary data. This expands the consumer outcome focused view of the stream to include financial empirical outcomes. By applying RBV and Signaling Theory, the study frames corporate brand heritage as a strategic asset capable of mitigating financial risk. Practically, these findings provide managers, strategists, and investors with a framework to assess and leverage corporate brand heritage in brand management, corporate communications and investor relations. 
Conclusion: The study advances the understanding of corporate brand heritage by bridging marketing and financial literatures. The findings reposition corporate brand heritage as a strategic, multi-stakeholder asset.}},
  author       = {{Lee Alm, Daniel and Tserenbat, Undral}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Hedging With Heritage: Investigating The Risk-Mitigating Role Of Corporate Brand Heritage}},
  year         = {{2025}},
}