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Advertising Effects on Firm Performance
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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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Official URL: http://saicon2011.ciitlahore.edu.pk/
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 |
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| Journal or Publication Title: | Proceedings of the 3rd SAICON: International Conference on Management, Business Ethics and Economics | ||||
| Publisher: | SAICON | ||||
| Official Date: | 2011 | ||||
| Dates: |
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| Status: | Not Peer Reviewed | ||||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 |
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