Does advertising create sustained firm value? : the capitalization of brand intangible
Year of publication: |
2009
|
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Authors: | Wang, Fang ; Zhang, Xiao-ping Steven ; Ouyang, Ming |
Published in: |
Journal of the Academy of Marketing Science. - New York, NY : Springer Science + Business Media LLC, ISSN 0092-0703, ZDB-ID 1187865-4. - Vol. 37.2009, 2, p. 130-143
|
Subject: | Werbung | Advertising | Geschäftswert | Goodwill | Unternehmenswert | Firm value | Betriebliche Kennzahl | Financial ratio | Werbewirkung | Advertising effects | Markenimage | Brand image | Tobins Q | Tobin's Q |
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