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Exploring the impact of advertising and R&D expenditures on corporate…
Exploring the impact of advertising and R&D expenditures on corporate brand value and firm-level financial performance
data conditions
data form, brand type and lag structure
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Intangible assets
interdependent types
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intellectual assets
knowledge or information a firm uses to develop new products and services and the knowledge that it possesses about its market environment
competitors, customers, and channels
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Market based assets
customer satisfaction, brand equity, customer equity, channel structure, and perceived product quality
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