Raithel, Sascha; Taylor, Charles R. and Hock, Stefan J.
(2014):
Are Super Bowl Ads a Super Waste of Money? The Intermediary Role of Customer Equity on Stock Price.
2014 Global Marketing Conference: Bridging Asia and the World: Globalization of Marketing & Management Theory and Practice, Marina Bay Sands, Singapore, 15-18 July 2014.
In: Proceedings of the 2014 Global Marketing Conference, Singapore,
pp. 2017-2018
Item Type: | Conference or Workshop Item (Paper) |
---|---|
Form of publication: | Publisher's Version |
Faculties: | Munich School of Management > Institute for Market-based Management |
Subjects: | 300 Social sciences > 330 Economics |
Language: | English |
Item ID: | 105690 |
Date Deposited: | 11. Aug 2023, 10:58 |
Last Modified: | 11. Aug 2023, 10:58 |