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

By F. Wang, Xiao-Ping Steven Zhang, Ouyang Ming. 2009

120 citations recorded by the source corpus.

Subfields: Economics and Econometrics, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/7d65a32f6072dcd44a07e57c2fd5fb0d36fc6600

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Economics and Econometrics

1. R. Peterson
2. S. Tanford
3. Jaekyung Lee

In Strategy and Management

1. Jaeseok Jeong
2. R. Peterson

Citations in the corpus

• Exploring the impact of advertising and R&D expenditures on corporate brand value and firm-level financial performance (2010, background): “they have been variously treated as competing for available firm funds (e.g., Erickson and Jacobson 1992; Vinod and Rao 2000 ) as well as being complementary (e.g., Luo and Donthu 2006).”