How is Manifest Branding Strategy Related to the Intangible Value of a Corporation?

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Satisfaction, Complaint, and the Stock Value Gap (2008, methodology): “We measured firm leverage as the ratio of debts to book value assets (Rao, Agarwal, and Dahlhoff 2004).”
Does advertising create sustained firm value? The capitalization of brand intangible (2009, methodology): “To control non-BE intangible value of categories (2) and (3), we consider six variables, including market value, sales growth, market share, industry size, industry concentration, and industry growth that contribute to firm non-BE intangible value and affect the advertisingTobin’s Q relationship, ba”
Individual determinants of brand affect: the role of the personality traits of extraversion and openness to experience (2006, background): “It has been shown that brands are valuable intangible assets ( Rao et al. , 2004”
Can doing good lead to doing poorly? Firm value implications of CSR in the face of CSI (2017, methodology): “We follow other marketing studies (e.g., Rao et al. 2004) and construct Tobin’s q for each firm observation according to Chung and Pruitt (1994) as follows: Tobin’s q ¼ MVEþ PSþ DEBTð Þ=TA ð1Þ where MVE = (share price at the end of the financial year) × (number of common shares outstanding), PS =…”