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

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

Bibliografski detalji
Izdano u:Journal of the academy of marketing science V. 37, 1-2 (2009).
Glavni autor: Fang Wang
Format: Članak
Jezik:English
Teme:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.