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

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

Sonraí bibleagrafaíochta
Foilsithe in:Journal of the academy of marketing science V. 37, 1-2 (2009).
Príomhchruthaitheoir: Fang Wang
Formáid: Alt
Teanga:English
Ábhair:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.