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

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

Detalles Bibliográficos
Publicado en:Journal of the academy of marketing science V. 37, 1-2 (2009).
Autor Principal: Fang Wang
Formato: Artigo
Idioma:English
Subjects:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.