Does advertising create sustained firm value? : the capitalization of brand intangible
Fang Wang; Xiao-Ping (Steven) Zhang; Ming Ouyang
| Year of publication: |
2009
|
|---|---|
| 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 |
| 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/10003851344