Investor sentiment and advertising expenditure
A strategic issue facing marketing managers is ‘how much and when’ to spend on advertising. We argue that investor sentiment in the stock market may influence advertising expenditure by affecting firms' ability to raise new funds. We show that during periods of low (high) investor sentiment, fi...
| Main Authors: | , , |
|---|---|
| Format: | Journal Article |
| Published: |
2018
|
| Online Access: | http://hdl.handle.net/20.500.11937/72554 |