The effects of advertising and brand value on future operating and market performance

Eng, Li Li and Keh, Hean Tat (2007) The effects of advertising and brand value on future operating and market performance. Journal of Advertising, 36 4: 91-100. doi:10.2753/JOA0091-3367360407

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Author Eng, Li Li
Keh, Hean Tat
Title The effects of advertising and brand value on future operating and market performance
Journal name Journal of Advertising   Check publisher's open access policy
ISSN 0091-3367
1557-7805
Publication date 2007-12-01
Sub-type Article (original research)
DOI 10.2753/JOA0091-3367360407
Volume 36
Issue 4
Start page 91
End page 100
Total pages 10
Place of publication Armonk, NY, U.S.A.
Publisher M.E. Sharpe
Language eng
Formatted abstract
This paper examines the joint effects of advertising and brand value on the firm's future operating and market performance. We operationalize future operating and market performance as future accounting returns and future stock returns, respectively. Our results show that both advertising and brand value improve future accounting returns at the firm level. The impact of advertising and brand value on future stock returns is minimal. We find that spending on advertising results in better brand sales and brand profitability. Brand value is also a good predictor of brand performance. Thus, we conclude that advertising and brand value benefit the brand and the firm through improved accounting performance.
Q-Index Code C1
Q-Index Status Provisional Code
Institutional Status Non-UQ
Additional Notes Publication date: Winter 2007.

Document type: Journal Article
Sub-type: Article (original research)
Collections: ERA 2012 Admin Only
UQ Business School Publications
 
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Citation counts: TR Web of Science Citation Count  Cited 11 times in Thomson Reuters Web of Science Article | Citations
Scopus Citation Count Cited 16 times in Scopus Article | Citations
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Created: Thu, 07 Apr 2011, 22:27:02 EST by Karen Morgan on behalf of UQ Business School