publication . Other literature type . 2016

Revisiting the carry-over effects of advertising in franchise industries [Summary]

Park, Kwangmin; Jang, SooCheong (Shawn);
Open Access English
  • Published: 01 Jan 2016
  • Publisher: Virginia Tech
  • Country: United States
Abstract
Despite prior studies, little has been done to understand the advertising carry-over effect. The purpose of this study is to investigate the heterogeneous attributes of the carry-over effect by focusing on the differences between the franchise and the non-franchise firms. pp.785-800
Subjects
free text keywords: Brand equity, Advertising, Sales growth, Carry-over effect, Panel vector auto-regression, Panel VAR
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VTechWorks
Other literature type . 2016
Provider: VTechWorks
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