Crass, Dirk; Czarnitzki, Dirk; Toole, Andrew A. - 2016
Most marketing practitioners and scholars agree that marketing assets such as brand equity significantly contribute to … a firm's financial performance. In this paper, we model brand equity as an unobservable stock that results from up to … return, and investments older than nineteen years show no significant impact. For the median trademarking firm, brand equity …