Revisiting the carry-over effects of advertising in franchise industries
Year of publication: |
2016
|
---|---|
Authors: | Park, Kwangmin ; Jang, Soocheong |
Published in: |
International journal of contemporary hospitality management. - Bingley : Emerald Group Publishing Limited, ISSN 0959-6119, ZDB-ID 1161434-1. - Vol. 28.2016, 4, p. 785-800
|
Subject: | Brand equity | Advertising | Sales growth | Carry-over effect | Panel vector autoregression | Panel VAR | Panel | Panel study | VAR-Modell | VAR model | Werbung | Werbewirkung | Advertising effects | Franchising |
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