Do market share and demand uncertainty influence the relation between advertising expenditures and shareholder value

Katerina E. Hill,Matthew D. Hill,G.W. Kelly

Journal of Business Research（2020）

引用 5|浏览5

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摘要

•Market value of advertising expenditures is lower for high market share firms.•Market share effect dissipates during recessionary periods.•Market value of advertising expenditures increases with demand uncertainty.•Demand uncertainty effect holds during recessionary periods.

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关键词

Advertising expenditures,Market value,Shareholder value,Market share,Demand uncertainty

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