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

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

Detalhes bibliográficos
Publicado no:Journal of the academy of marketing science V. 37, 1-2 (2009).
Autor principal: Fang Wang
Formato: Artigo
Idioma:English
Assuntos:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.