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

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

Opis bibliograficzny
Wydane w:Journal of the academy of marketing science V. 37, 1-2 (2009).
1. autor: Fang Wang
Format: Artykuł
Język:English
Hasła przedmiotowe:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.