Does advertising create sustained firm value? The capitalization of brand intangible.

Does advertising create sustained firm value? The capitalization of brand intangible.

Bibliographic Details
Published in:Journal of the academy of marketing science V. 37, 1-2 (2009).
Main Author: Fang Wang
Format: Article
Language:English
Subjects:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.