Is advertising for losers? An empirical study from a value creation and value capturing perspective
Koen Tackx, Sandra Rothenberger, Paul Verdin
| Year of publication: |
June 2017
|
|---|---|
| Authors: | Tackx, Koen ; Rothenberger, Sandra ; Verdin, Paul J. |
| Published in: |
European management journal. - Amsterdam : Elsevier, ISSN 0263-2373, ZDB-ID 859497-1. - Vol. 35.2017, 3, p. 327-335
|
| Subject: | Advertising effectiveness | Brand value | Research and development | Profitability drivers | Value creation | Value capturing | Betriebliche Wertschöpfung | Kundenwert | Customer value | Werbung | Advertising | Werbewirkung | Advertising effects | Markenimage | Brand image |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1016/j.emj.2016.07.008 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10011720558