Financial market implications of marketing actions and the disclosure of marketing information

This dissertation contributes to marketing literature by examining the effects of marketing actions and the disclosure of marketing information through the financial market perspective that has high managerial relevance and policy implications. Specifically, the first essay provides the first empiri...

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Main Author: MOON, Sungkyun
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2020
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Online Access:https://ink.library.smu.edu.sg/etd_coll/285
https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1288&context=etd_coll
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Institution: Singapore Management University
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spelling sg-smu-ink.etd_coll-12882020-08-20T07:30:54Z Financial market implications of marketing actions and the disclosure of marketing information MOON, Sungkyun This dissertation contributes to marketing literature by examining the effects of marketing actions and the disclosure of marketing information through the financial market perspective that has high managerial relevance and policy implications. Specifically, the first essay provides the first empirical examination of the effects of the disclosure of advertising spending on investors’ and analysts’ uncertainty. It is responsive to calls by Marketing Science Institute and Marketing Accountability Standard Board to examine the consequences of disclosure of marketing metrics. The second essay examines the effect of advertising spending on firm value and explores firm and market level contingency effects. By doing so, the second essay identifies relevant firm financial conditions and market environments, and provides managerial implications. Importantly, for the identification of the proposed effects in both essays, I apply the instrumentation strategy to address the potential endogeneity concerns related to disclosure of advertising spending and the level of advertising spending. Specifically, I develop and propose instruments alternative to those frequently used in extant literature in marketing. Accordingly, this dissertation contributes to marketing literature by proposing alternative instruments that can mitigate the critiques by Rossi (2014) and Angrist (2014) and potentially be used in other contexts. 2020-03-01T08:00:00Z text application/pdf https://ink.library.smu.edu.sg/etd_coll/285 https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1288&context=etd_coll http://creativecommons.org/licenses/by-nc-nd/4.0/ Dissertations and Theses Collection (Open Access) eng Institutional Knowledge at Singapore Management University disclosure marketing metrics marketing-finance interface Finance and Financial Management Marketing
institution Singapore Management University
building SMU Libraries
continent Asia
country Singapore
Singapore
content_provider SMU Libraries
collection InK@SMU
language English
topic disclosure
marketing metrics
marketing-finance interface
Finance and Financial Management
Marketing
spellingShingle disclosure
marketing metrics
marketing-finance interface
Finance and Financial Management
Marketing
MOON, Sungkyun
Financial market implications of marketing actions and the disclosure of marketing information
description This dissertation contributes to marketing literature by examining the effects of marketing actions and the disclosure of marketing information through the financial market perspective that has high managerial relevance and policy implications. Specifically, the first essay provides the first empirical examination of the effects of the disclosure of advertising spending on investors’ and analysts’ uncertainty. It is responsive to calls by Marketing Science Institute and Marketing Accountability Standard Board to examine the consequences of disclosure of marketing metrics. The second essay examines the effect of advertising spending on firm value and explores firm and market level contingency effects. By doing so, the second essay identifies relevant firm financial conditions and market environments, and provides managerial implications. Importantly, for the identification of the proposed effects in both essays, I apply the instrumentation strategy to address the potential endogeneity concerns related to disclosure of advertising spending and the level of advertising spending. Specifically, I develop and propose instruments alternative to those frequently used in extant literature in marketing. Accordingly, this dissertation contributes to marketing literature by proposing alternative instruments that can mitigate the critiques by Rossi (2014) and Angrist (2014) and potentially be used in other contexts.
format text
author MOON, Sungkyun
author_facet MOON, Sungkyun
author_sort MOON, Sungkyun
title Financial market implications of marketing actions and the disclosure of marketing information
title_short Financial market implications of marketing actions and the disclosure of marketing information
title_full Financial market implications of marketing actions and the disclosure of marketing information
title_fullStr Financial market implications of marketing actions and the disclosure of marketing information
title_full_unstemmed Financial market implications of marketing actions and the disclosure of marketing information
title_sort financial market implications of marketing actions and the disclosure of marketing information
publisher Institutional Knowledge at Singapore Management University
publishDate 2020
url https://ink.library.smu.edu.sg/etd_coll/285
https://ink.library.smu.edu.sg/cgi/viewcontent.cgi?article=1288&context=etd_coll
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