The Direct and Indirect Effects of Advertising Spending on Firm Value

By Amit M. Joshi, Dominique M. Hanssens. 2010

445 citations recorded by the source corpus.

View Paper: https://www.semanticscholar.org/paper/3fc8a2da694dd670536b7fe0ac5896a18e45d785

How researchers see this paper

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

In Accounting

In Finance

Citations in the corpus

Should Ad Spending Increase or Decrease before a Recall Announcement? The Marketing–Finance Interface in Product-Harm Crisis Management (2015, background): “For example, Joshi and Hanssens (2010) suggest that advertising can signal a firm’s financial well-being or competitive viability to investors.”
Brand Buzz in the Echoverse (2016, background): “Others have studied advertising’s influence on stock performance and/or risk (Joshi and Hanssens 2009, 2010), sales (Cleeren, Van Heerde, and Dekimpe 2013; Van Heerde, Helsen, and Dekimpe 2007), or brand performance (Dinner, Van Heerde, and Neslin 2014; Van Heerde, Helsen, and Dekimpe 2007).”
A Meta-Analysis of When and How Advertising Creativity Works (2020, background): “…evidence of the positive effects of advertising creativity on consumer responses and thus highlight the need for marketing scholars to consider not only media investments (ad spend; Joshi and Hanssens 2010; Sridhar et al. 2016) but also creativity investments in models of how advertising work.”
Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value (2010, methodology): “Recent studies have shown that a firm’s advertising expense directly impacts stock returns, over and above its impact on earnings and profits (Joshi and Hanssens 2010).”
Does Chatter Really Matter? Dynamics of User-Generated Content and Stock Performance (2012, methodology): “Prior studies in marketing and ﬁnance have successfully used vector autoregressive models for similar purposes (e.g., Joshi and Hanssens 2010, Luo 2009, Pauwels et al. 2004, Tet-lock 2007).”
Relating Online, Regional, and National Advertising to Firm Value (2016, background): “…mix, marketing resource allocation, national/regional/online advertising Firms are good at estimating the aggregate impact ofadvertising spending (Joshi and Hanssens 2010), inpart because it involves such sizable investments.1 However, advertising budgets remain almost static, placing increasing…”
Attracting investor attention through advertising (2014, background): “…is constructed as the total buy orders minus sell orders 11See, for example, Rao and Bharadwaj (2008); Srinivasan and Hanssens (2009); Srinivasan, Pauwels, Silva-Risso, and Hanssens (2009); Joshi and Hanssens (2010); Osinga, Leeflang, Srinivasan, and Wieringa (2011). scaled by the sum of the two.”