Park, KwangminJang, SooCheong (Shawn)2017-12-232017-12-232016http://hdl.handle.net/10919/81401Despite 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.application/pdfen-USCreative Commons Attribution 4.0 InternationalBrand equityAdvertisingSales growthCarry-over effectPanel vector auto-regressionPanel VARSummary