Peter T. Paul College of Business & Economics

New study Peter T. Paul College of Business and Economics study looks at brand building through advertising methods.

Digital vs. Traditional Advertising: Research Highlights Impact on Brand Valuation in M&As

With the shift from traditional to digital advertising, little research has explored how advertising in these different channels creates long-term value for companies.    An obstacle for researchers is that firms' advertising disclosures are optional and currently limited. New research from the... Read More

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