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Are Super Bowl Ads a Super Waste of Money? The Intermediary Role of Customer Equity on Stock Price

Authors/Editors: S. Raithel
C. R. Taylor
S. J. Hock
Published: 2014
Type: Articles in Refereed Proceedings (International)
Published in: Proceedings of the 2014 Global Marketing Conference, Singapore
Additional information: pp. 2017-2018