Influence of marketing communications on the financial performance of firms

• 영문명: Influence of marketing communications on the financial performance of firms
• 발행기관: 한국무역연구원
• 저자명: Tae-Il Yoon Hae-Young Byun
• 간행물 정보: 『무역연구』제9권 제6호, 701~726쪽, 전체 26쪽
• 주제분류: 경제경영 > 무역학
• 파일형태: PDF
• 발행일자: 2013.11.30

영문 초록

This study empirically investigates the value relevance of marketing communications with the use of a sample of 10,101 companies. Three notable findings emerged. First, marketing communication expenditures positively influence the sales of firms. However, such expenditures do not significantly influence the market value of firms, Second, advertising expenditure is significantly associated with market value only for firms with low advertising intensity. In contrast, contribution expenditure is significantly associated with market value only for firms with high advertising intensity. Third, contribution expenditure exhibits inverted If-shaped relationships with both sales and market value of firms, Results are expected to bridge the gap on research interests between marketing communication and accounting disciplines, and to offer managerial implications for marketing communication practitioners.

목차

Abstract

Ⅰ. Introduction

Ⅱ. Research Hypotheses

Ⅲ. Research Models

Ⅳ. Empirical Results

Ⅴ. Conclusion

References

키워드

marketing communication expenditure firm value value relevance