Does brand licensing increase a licensor's shareholder value?
Adina Bărbulescu Robinson; Kapil R. Tuli; Ajay K. Kohli
| Year of publication: |
2015
|
|---|---|
| Authors: | Bărbulescu Robinson, Adina ; Tuli, Kapil R. ; Kohli, Ajay Kumar |
| Published in: |
Management science : journal of the Institute for Operations Research and the Management Sciences. - Catonsville, MD : INFORMS, ISSN 0025-1909, ZDB-ID 206345-1. - Vol. 61.2015, 6, p. 1436-1455
|
| Subject: | brand licensing | stock returns | marketing-finance interface | Markenartikel | Brand | Lizenz | Licence | Shareholder Value | Shareholder value | Markenführung | Brand management | Kapitaleinkommen | Capital income | Börsenkurs | Share price | Markenimage | Brand image |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011293375