The main objective of this study is to statistically find out the impact of
marketing expenditures and brand value toward companies' financial performance
and stock return, particularly in financial sector. Marketing expenditures data is
taken from companies' annual reports and brand value data is taken from inter brand
Best Global Brand List as the pioneer of company brand valuation since 1988.
Financial Performance is measured using Return on Equity (ROE), which has
strategic role in measuring company's profitability in financial sector. Meanwhile,
stock return is calculated by combining capital gain and dividend.
This research uses quantitative methodology by utilizing SPSS to do
statistical analysis using classical assumption and multiple regression analysis. The
result of this study shows that marketing expenditures and brand value
simultaneously have significant impact toward companies' financial performance,
represented by ROE. Moreover, it is also identified that marketing expenditures
individually has significant positive impact toward companies' financial
performance, represented by ROE.