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Tobin's Q compares a firm's market value to the replacement cost of its assets (Tobin 1969). Tobin's Q is a measure of firm performance favored by economists because it is risk adjusted, independent of industry, and provides a good indicator of shareholder value (Anderson et al. 2004, Lewellen and Badrinath 1997, Tirole 1997). Tobin's Q has also been used as a proxy measure for brand equity and is therefore of considerable interest to marketing researchers and managers (e.g., Rao et al. 2004). Using COMPUSTAT data we utilized Chung and Pruitt's (1994) method to compute Tobin's Q as (market value of the firm's common stock shares -{-book value of the firm's preferred stocks + book value of the firm's long-term debt + book value of the firm's inventories + book value of the firm's current liabilities - the book value of the firm's current assets) I (book value of the firm's total assets).
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