16.4 Unexpected size-adjusted advertising investments

(Chakravarty and Grewal 2016; Kim and McAlister 2011; Y. Liu, Shankar, and Yun 2017) used

References

———. 2016. “Analyst Earning Forecasts and Advertising and r&d Budgets: Role of Agency Theoretic Monitoring and Bonding Costs.” Journal of Marketing Research 53 (4): 580–96. https://doi.org/10.1509/jmr.14.0204.

Kim, MinChung, and Leigh M. McAlister. 2011. “Stock Market Reaction to Unexpected Growth in Marketing Expenditure: Negative for Sales Force, Contingent on Spending Level for Advertising.” Journal of Marketing 75 (4): 68–85. https://doi.org/10.1509/jmkg.75.4.68.

Liu, Yan, Venkatesh Shankar, and Wonjoo Yun. 2017. “Crisis Management Strategies and the Long-Term Effects of Product Recalls on Firm Value.” Journal of Marketing 81 (5): 30–48. https://doi.org/10.1509/jm.15.0535.