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

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

Manylion Llyfryddiaeth
Cyhoeddwyd yn:Journal of the academy of marketing science V. 37, 1-2 (2009).
Prif Awdur: Fang Wang
Fformat: Erthygl
Iaith:English
Pynciau:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.