DETERMINING THE EFFECT OF BRAND VALUE ON FINANCIAL PERFORMANCE WITH TOPSIS METHOD: ANALYSIS IN BIST 100 RETAIL SECTOR

Abstract

The concept of brand valuation has become a concept that is gaining importance and given importance day by day for businesses in every sector. Measuring the brand value of businesses reflects positively on investors and company stakeholders. Studies carried out in this way also increase the nominal value of companies in the market. In this study, businesses registered in the BIST 100 index and operating in the Retail Sector were examined in order to measure brand value. Within the scope of the study, data of businesses traded in the Retail Sector of companies registered in BIST 100 between the years 2020-2023 were taken. In this context, there are 14 companies registered in BIST 100. 4 of these companies were excluded from the analysis because they did not meet the criteria in terms of missing years. The data used in the study were used by the researchers to calculate 14 financial ratios using the financial tables obtained from the Public Disclosure Platform. The ratios obtained were analyzed using TOPSIS multi-criteria decision-making methods. According to the results obtained from the study, BIMAS showed the best performance in general, and MIGRS showed the lowest performance. According to the results of the research, suggestions were made to researchers, businesses and investors.