Bridging Marketing and Finance: A Systematic Review of the Strategic Brand Risk and Firm Value Nexus

2026-01-13T06:34:07+00:00

This study systematically reviews and synthesizes the relationship between strategic brand risk and firm value by bridging marketing and finance perspectives within the emerging marketing and finance nexus. It explores how brand related risks evolve from traditional marketing concerns into strategic financial assets that influence firm valuation and investor trust. Following the PRISMA 2020 guidelines, a Systematic Literature Review (SLR) was conducted using the Watase UAKE platform integrated with Scopus. 47 peer reviewed articles published between 2015 and 2024 were analyzed through bibliometric mapping (VOSviewer 1.6.20) and thematic content analysis to identify dominant theories, constructs, and causal mechanisms linking brand risk and firm value. Findings reveal a paradigm shift from customerbased brand equity to strategic brand risk management, emphasizing sustainability signaling and corporate legitimacy. The literature is grounded in five key theories: Stakeholder Theory, Signaling Theory, Brand Equity Theory, ResourceBased View, and Legitimacy Theory. The relationship between brand risk and firm value is primarily indirect mediated by CSR engagement, corporate reputation, and consumer trust, and moderated by sustainability orientation and strategic brand innovation. Theoretically, this study enhances understanding of brands as financial instruments that mitigate market volatility and signal corporate integrity. Methodologically, it integrates bibliometric and thematic approaches to capture the longitudinal evolution of cross disciplinary research. Practically, it provides insights for CMOs and CFOs to design risksensitive brand strategies that enhance investor confidence and shareholder value.

Analysis of the Role of Stakeholders in the Governance of Street Vendors in Metro City

2026-01-13T06:33:57+00:00

Street vendor governance in developing countries presents complex challenges between protecting economic rights and maintaining public order. This study aims to analyze stakeholder roles, relationships, and interactions in street vendor governance in Metro City, and identify supporting and inhibiting factors affecting policy implementation effectiveness. Using a descriptive-exploratory qualitative approach, data were collected through semi-structured interviews with nine informants including government agencies, vendor associations, and media, complemented by observation and documentation. Results indicate that governance involves three systematic stages: planning, implementation, and evaluation with collaborative participation from the Trade Office, Civil Service Police Unit, Public Works Office, Transportation Office, Cooperatives and SMEs Office, and vendor associations based on Regional Regulation Number 09 of 2017. Supporting factors include comprehensive regulation, cross-sector coordination, government-association synergy, and program innovations such as Kue Ping and MAPAN Store. However, governance effectiveness is hindered by inadequate infrastructure at relocation sites, vendor resistance, low legal awareness, weak public trust, and limited human resources and budget. The study recommends infrastructure improvement, enhanced communication transparency, continuous education programs, dedicated budget allocation, digitalization of monitoring systems, and balanced enforcement mechanisms to achieve sustainable street vendor governance.

The Eastasouth Management and Business

Bridging Marketing and Finance: A Systematic Review of the Strategic Brand Risk and Firm Value Nexus

Analysis of the Role of Stakeholders in the Governance of Street Vendors in Metro City