Direct effect of advertising spending on firm value: Moderating role of financial analyst coverage
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DOI: 10.1016/j.ijresmar.2019.07.005
Abstract: Abstract Previous research distinguishes between direct and indirect effects of advertising spending on firm value. This research focuses on the direct effect of advertising based on the spillover and signaling effect of advertising. Both effects… read more here.
Keywords: effect advertising; firm; advertising; firm value ... See more keywords