Digital versus traditional advertising and the recogntion of brand intangible assets
This paper examines how different advertising media affect the occurrence and nature of brand asset recognition. Prior research documents that advertising is positively associated with firm sales and brand value. However, this latter research focuses on aggregate advertising expenditures, which ig...
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| Language: | en_US |
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2020
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| Online Access: | https://hdl.handle.net/2144/41053 |