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

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

Bibliografiset tiedot
Julkaisussa:Journal of the academy of marketing science V. 37, 1-2 (2009).
Päätekijä: Fang Wang
Aineistotyyppi: Artikkeli
Kieli:English
Aiheet:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.