Marketing Investment and Intangible Brand Capital

Bart Bronnenberg, Jean-Pierre Dube and Chad Syverson

No 17372, CEPR Discussion Papers from C.E.P.R. Discussion Papers

Abstract: In this article, we discuss many aspects of the concept, measurement, creation, and macro and micro consequences of marketing investments and the intangible capital they create.

JEL-codes: E22 M30 M31 (search for similar items in EconPapers)
Date: 2022-06
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Journal Article: Marketing Investment and Intangible Brand Capital (2022)
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