Is Your Brand Going Out of Fashion? A Quantitative, Causal Study Designed to Harness the Web for Early Indicators of Brand Value
Can Internet search query data be a relevant predictor of financial measures of brand value? Can Internet search query data enrich existing financial measures of brand valuation tools and provide more timely insights to brand managers? Along with the financial based motivation to estimate the value...
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| Format: | Others |
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Digital Archive @ GSU
2012
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| Online Access: | http://digitalarchive.gsu.edu/bus_admin_diss/13 http://digitalarchive.gsu.edu/cgi/viewcontent.cgi?article=1013&context=bus_admin_diss |
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