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

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

Dettagli Bibliografici
Pubblicato in:Journal of the academy of marketing science V. 37, 1-2 (2009).
Autore principale: Fang Wang
Natura: Articolo
Lingua:English
Soggetti:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.