Why Do Firms Invest in Consumer Advertising with Limited Sales Response? A Shareholder Perspective

By E. Osinga, Peter S. H. Leeflang, Shuba Srinivasan, Jaap E. Wieringa. 2011

138 citations recorded by the source corpus.

Subfields: Accounting, Finance, Pharmacology

View Paper: https://www.semanticscholar.org/paper/3fb7dfbfd303df7733ebac3af255d57ab6231b83

How researchers see this paper

The researchers whose trusted networks rank it highest, strongest advocate first. Every researcher gets a different order.

In Accounting

1. P. D. Jong
2. Xueming Luo
3. A. Cheung

In Finance

1. P. D. Jong
2. Xueming Luo
3. Gerard J. Tellis
4. Seshadri Tirunillai
5. C. Bhattacharya
6. Fotios Pasiouras
7. Abhishek Borah
8. Iftekhar Hasan

Citations in the corpus

• Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value (2010, background): “These benefits induced by advertising, in turn, boost future sales and profits of the firm (Kirmani and Wright 1989; Leone 1995; Mela et al. 1997; Osinga et al. 2010).”
• Integrating Marketing Communications: New Findings, New Lessons, and New Ideas (2016, background): “Successful integration of different marketing communications is critically important to drive short-term sales and longterm brand building (Luo and Donthu 2006; Osinga et al. 2011; Reid, Luxton, and Mavondo 2005).”