Market valuation models of the effect of advertising and promotional spending: A review and meta-analysis

By M. Conchar, M. Crask, George M. Zinkhan. 2005

144 citations recorded by the source corpus.

Subfields: Finance, Marketing, Strategy and Management

View Paper: https://www.semanticscholar.org/paper/ab2605f23e3a3da9c22f031ddea839e432746361

How researchers see this paper

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

In Finance

1. Jaeseok Jeong
2. R. Peterson

In Marketing

1. Isabell Lenz
2. Hauke A. Wetzel
3. Maik Hammerschmidt

In Strategy and Management

1. Isabell Lenz
2. Hauke A. Wetzel
3. F. Wang
4. Jaeseok Jeong
5. Maik Hammerschmidt
6. Xiao-Ping Steven Zhang
7. Ouyang Ming
8. R. Peterson

Citations in the corpus

• Can doing good lead to doing poorly? Firm value implications of CSR in the face of CSI (2017, background): “Second, we account for advertising intensity because it enhances sales and influences the firm’s visibility (Conchar et al. 2005; Servaes and Tamayo 2013).”
• Does advertising create sustained firm value? The capitalization of brand intangible (2009, background): “1998), accounting/finance professionals can borrow from marketing research to advance their modeling approaches (Conchar et al. 2005).”
• Exploring the impact of advertising and R&D expenditures on corporate brand value and firm-level financial performance (2010, background): “Despite the intuitive appeal of marketing-based arguments espousing the linkages (1) between advertising expenditures and RD Hyman and Mathur 2005; Joshi and Hanssens 2010 ;R ust et al. 2004).”