Does advertising create sustained firm value? the capitalization of brand intangible

Journal of the Academy of Marketing Science

Volumn 37, Issue 2, 2009, Pages 130-143

  Wang, Fang ^a   Zhang, Xiao Ping ^b   Ouyang, Ming ^c  

^a WILFRID LAURIER UNIVERSITY   (Canada)

^b RYERSON UNIVERSITY   (Canada)

^c UNIVERSITY OF WINDSOR   (Canada)

Author keywords

Advertising; Brand equity; Tobin's Q

Indexed keywords

EID: 64549146668     PISSN: 00920703     EISSN: None     Source Type: Journal    
DOI: 10.1007/s11747-008-0112-2     Document Type: Article

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