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Journal Articles
Backfires on firms' intangible assets of the casino industry in Macau and Las Vegas: investigating advertising expenditure
Available to Purchase
Asia Pacific Journal of Marketing and Logistics (2022) 34 (9): 1956–1975.
Published: 18 November 2021
...Li Huang; Matthew Tingchi Liu Purpose This study quantifies the casino-industry-specific intangible assets and brand equity models from a different perspective (relative to Interbrand approach, or EquiTrend approach) to investigate the relationship between advertising expenditure and firms...
