On the value relevance of retailer advertising spending and same-store sales growth

• Main Authors: TULI, Kapil R., MUKHERJEE, Anirban, Dekimpe, Marnik
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2012
• Subjects: Value relevance; Advertising spending; COMPS; Same store sales growth; Earnings; Leverage; Firm value; Advertising and Promotion Management; Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/3485; https://ink.library.smu.edu.sg/context/lkcsb_research/article/4484/viewcontent/On_the_value_relevance_of_retailer_advertising.pdf
• Institution: Singapore Management University

In response to recent calls to study factors that determine a retailer's stock price, this study draws on signaling theory to examine the impact of two key marketing metrics that are widely disclosed by retailers to investors, advertising spending and growth in same-store sales (COMPS), and hig...