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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| Main Authors: | , , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2018
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| Subjects: | |
| 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 |