Publications
Publications
- 2002
- HBS Working Paper Series
Brands Matter: An Empirical Investigation of Brand-Building Activities and the Creation of Shareholder Value
Citation
Madden, Thomas J., Frank Fehle, and Susan M. Fournier. "Brands Matter: An Empirical Investigation of Brand-Building Activities and the Creation of Shareholder Value." Harvard Business School Working Paper, No. 02-098, June 2002.