Thomas Madden

University of South Carolina - Darla Moore School of Business

Associate Professor of Marketing

1705 College St

Francis M. Hipp Building

Columbia, SC 29208

United States

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Brands Matter: An Empirical Demonstration of the Creation of Shareholder Value Through Brands

Number of pages: 31 Posted: 01 Nov 2002
Thomas Madden, Frank Fehle and Susan Fournier
University of South Carolina - Darla Moore School of Business, BlueCrest Capital and Boston University
Downloads 2,551 (7,787)
Citation 17

Abstract:

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brands, branding, marketing metrics, marketing productivity, return on investment, marketing and finance, return on brand building investments