Advertising vs. R&D: Relative effectiveness on brand equity
This study examines whether advertising can contribute directly to brand equity and, if it can, determines how much value advertising can deliver to brands and firms using the secondary data from various sources. The findings show that advertising can not only work to improve market performance meas...
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| Format: | Article |
| Language: | English |
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AOSIS
2015-09-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/99 |