Growing Small Brands: Does a Brand’s Equity and Growth Potential Affect Its Long-term Productivity? – MSI

Working Paper

Growing Small Brands: Does a Brand’s Equity and Growth Potential Affect Its Long-term Productivity?

Rebecca J. Slotegraaf and Koen Pauwels

Jan 1, 2006

Using data from 43 brands, examines the extent to which brand-specific resources explain variations in the long-term sales from displays, feature advertising, and price promotion.

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