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

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

Podrobná bibliografie
Vydáno v:Journal of the academy of marketing science V. 37, 1-2 (2009).
Hlavní autor: Fang Wang
Médium: Článek
Jazyk:English
Témata:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.