High popularity and a high market value are important for a footballer's regular wage as well as advertising and …

value. Methods of analysis and synthesis were used to determine the features of the implementation of the brand advertising … links between the implementation of the advertising campaign and the overall performance of companies. The essence and … which is not covered by traditional types of advertising. The dynamics of expenditures on social media marketing of global …

investment-based model to understand the impact of advertising expenditures on stock returns and firm value. In addition, by … interpreting advertising expenditures as an investment in brand capital, the approach in this paper provides a novel way to measure … advertising expenditures which standard asset pricing models cannot. The estimation results also show that brand equity accounts …

The paper formalizes the intuition that brands are consumed for image reasons and that advertising creates a brand …'s image. The key idea is that advertising informs the public of brand names and creates the possibility of conspicuous … consumption by rendering brands a signalling device. In a price competition framework, we show that advertising increases …

. The purchase and brand loyalty FMCG products with their advertising endorser in television.Methodology/Technique – This …

The nature of the effect of media advertising on brand choice is investigated in two product categories in analyses … which advertising is assumed to directly affect brand utility, model error variance, and brand consideration. We find strong … support for advertising effects on choice through an indirect route of consideration set formation, and not directly affecting …

awareness through targeted advertising. …

Little is known about how different types of advertising affect brand attitudes. We investigate the relationships … advertising (national traditional, local traditional and digital). The data represent ten million brand attitude surveys and $264 …

We derive equilibrium incentives to use comparative advertising that pushes up own brand perception and pulls down the … matrices identify diversion ratios, from which we derive comparative advertising damage measures. We find that comparative … advertising causes more damage to the targeted rival than benefit to the advertiser. We simulate banning comparative advertising …