The impact of advertising share of voice on the idiosyncratic risk of the firm

The impact of advertising share of voice on the idiosyncratic risk of the firm

Integrating literature in marketing, finance and accounting, this study examines the impact ofa firms’ advertising share of voice (ASOV) on investors’ uncertainty about its future financialperformance, i.e., firms’ idiosyncratic risk. Drawing on signaling theory, authors propose that ASOV serves as...

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Bibliographic Details
Main Authors: MOON, Sungkyun, TULI, Kapil R., MUKHERJEE, Anirban
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2018
Subjects:
Advertising share of voice
Signaling
Idiosyncratic risk
Accounting
Marketing-finance interface
Finance and Financial Management
Marketing
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/6230
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7229/viewcontent/ASOV_Risk_02_2017.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/6230
https://ink.library.smu.edu.sg/context/lkcsb_research/article/7229/viewcontent/ASOV_Risk_02_2017.pdf

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