Shah, Syed Zulfiqar Ali, Mirza, H.H. and Abbas, Q. (2011) Advertising Effects on Firm Performance. In: 3rd SAICON: International Conference on Management, Business Ethics and  Economics (ICMBEE), Pearl Continental Hotel, Lahore‐Pakistan, Dec 28‐29th, 2011. Published in: Proceedings of the 3rd SAICON: International Conference on Management, Business Ethics and  Economics 

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Abstract

A  number  of  studies  examine  the  effects  of  advertising  on  firm  performance using  different  models  and  methodologies.  Empirical  evidence  on  advertising  influence on sales, profit and more recently on market valueor returns, however, is  inconclusive.  Similarly,  most  of  the  evidence  on  advertising  effects  on  firm  performance  comes  from  developed  economies  with  little  evidence from developing countries. Using a sample of listed firms in consumer goods sector in  Pakistan, our study provides some initial evidence of a positive and statistically significant  influence  of  advertising  on  sales,  profit,  and  market  value  of  the sample firms

Item Type:	Conference Item (Paper)
Subjects:	H Social Sciences > HF Commerce
Divisions:	Faculty of Social Sciences > Warwick Business School > Accounting Faculty of Social Sciences > Warwick Business School
Journal or Publication Title:	Proceedings of the 3rd SAICON: International Conference on Management, Business Ethics and  Economics
Publisher:	SAICON
Date:	2011
Status:	Not Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access
Conference Paper Type:	Paper
Title of Event:	3rd SAICON: International Conference on Management, Business Ethics and  Economics (ICMBEE)
Type of Event:	Conference
Location of Event:	Pearl Continental Hotel, Lahore‐Pakistan
Date(s) of Event:	Dec 28‐29th, 2011
URI:	http://wrap.warwick.ac.uk/id/eprint/44325

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