Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value

Xueming Luo; Pieter J. de Jong

doi:10.1007/s11747-010-0240-3

Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value

Xueming Luo, Pieter J. de Jong

Accounting and Finance

University of Texas at Arlington

Research output: Contribution to journal › Article › peer-review

Original language	English
Pages (from-to)	605-624
Number of pages	20
Journal	Journal of the Academy of Marketing Science
Volume	40
Issue number	4
DOIs	https://doi.org/10.1007/s11747-010-0240-3
State	Published - Jul 2012

ASJC Scopus Subject Areas

Business and International Management
Economics and Econometrics
Marketing

Keywords

Advertising
Analysts
Marketing accountability
Marketing-finance interface
Strategy

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10.1007/s11747-010-0240-3

Cite this

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title = "Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value",

keywords = "Advertising, Analysts, Marketing accountability, Marketing-finance interface, Strategy",

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KW - Marketing accountability

KW - Marketing-finance interface

KW - Strategy

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Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value

ASJC Scopus Subject Areas

Keywords

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