Advertising Expenditures Interaction with Business Cycles and Firm Value: An Empirical Analysis with US Companies

Advertising Expenditures Interaction with Business Cycles and Firm Value: An Empirical Analysis with US Companies

This study aims to verify the contribution of advertising expendituresto firm value. To reach this goal, we considered business cycles, which follow a stochastic process and may influence the decision as to the amount to be spent in advertising. With the optimization of these expenditures under the...

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Bibliographic Details
Main Authors: Graziela Fortunato, Walter L. Ness, Arilton Teixeira, Paulo Cesar Motta
Format: Article
Language:English
Published: Brazilian Society of Finance 2010-10-01
Series:Revista Brasileira de Finanças
Subjects:
advertising
marketing
finance
stochastic process
optimization.
Online Access:http://virtualbib.fgv.br/ojs/index.php/rbfin/article/view/1915

Internet

http://virtualbib.fgv.br/ojs/index.php/rbfin/article/view/1915

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