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Keynote at Facebook Select (DACH) 2020 Creative and Measurement Event

On December 3, Prof. Dr. Christian Schlereth gave a keynote on "Long-Term Brand Equity and its Impact on Sales" to a selected group of practice…

Prof. Dr. Christian Schlereth, Chair of Digital Marketing at WHU-Otto Beisheim School of Management, presented the latest results on the joint research collaboration of his chair together with Facebook on how to measure long-term brand equity and its impact on sales. The overall aim is to analyze the effectiveness of paid media ads on short-term sales and long-term brand equity.

On behalf of the entire chair team, we would like to thank Konstanze Fichtner and Torsten Müller-Klockmann from the Facebook EMEA Marketing Science Team for their confidence in our research cooperation and the opportunity to present the status of their current research as well as the host of the event: Alexandra Streufert and Jan Heidenreich.

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