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

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

Bibliografische gegevens
Gepubliceerd in:Journal of the academy of marketing science V. 37, 1-2 (2009).
Hoofdauteur: Fang Wang
Formaat: Artikel
Taal:English
Onderwerpen:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.