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

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

Bibliografiska uppgifter
I publikationen:Journal of the academy of marketing science V. 37, 1-2 (2009).
Huvudupphovsman: Fang Wang
Materialtyp: Artikel
Språk:English
Ämnen:
Brand equity.
Market research.
Advertising expenditures.
Performance evaluation.