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

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

Détails bibliographiques
Publié dans:Journal of the academy of marketing science V. 37, 1-2 (2009).
Auteur principal: Fang Wang
Format: Article
Langue:English
Sujets:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.