Revisiting the carry-over effects of advertising in franchise industries [Summary]
| dc.contributor.author | Park, Kwangmin | en |
| dc.contributor.author | Jang, SooCheong (Shawn) | en |
| dc.date.accessioned | 2017-12-23T04:12:23Z | en |
| dc.date.available | 2017-12-23T04:12:23Z | en |
| dc.date.issued | 2016 | en |
| dc.description.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. | en |
| dc.description.notes | pp.785-800 | en |
| dc.format.mimetype | application/pdf | en |
| dc.identifier.uri | http://hdl.handle.net/10919/81401 | en |
| dc.language.iso | en_US | en |
| dc.publisher | Virginia Tech | en |
| dc.rights | Creative Commons Attribution 4.0 International | en |
| dc.rights.uri | http://creativecommons.org/licenses/by/4.0/ | en |
| dc.subject | Brand equity | en |
| dc.subject | Advertising | en |
| dc.subject | Sales growth | en |
| dc.subject | Carry-over effect | en |
| dc.subject | Panel vector auto-regression | en |
| dc.subject | Panel VAR | en |
| dc.title | Revisiting the carry-over effects of advertising in franchise industries [Summary] | en |
| dc.title.serial | International Journal of Contemporary Hospitality Management | en |
| dc.type | Summary | en |
| dc.type.dcmitype | Text | en |
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