Crass, Dirk; Czarnitzki, Dirk; Toole, Andrew A. - In: International Journal of the Economics of Business 26 (2019) 1, pp. 157-176
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 30 years of past brand-related investment flows. Using...