SHARE
In a study published in Management Science, Scarlett Song, assistant professor in accounting, examines different categories of media advertising and their varying association with brand intangible assets in mergers and acquisitions.
Consistent with expectations, results confirm that target firms’ traditional and online display advertising exhibit a higher likelihood of brand asset recognition and higher recognized brand values as compared with paid search advertising.
This paper received the best paper award at the 2019 AAA Northeast Region Meeting and is among SSRN Top Ten Download List for topic Advertising, and for Managerial Marketing eJournal.
Read the full article on UNH Today
Categories
