Does advertising productivity affect organizational performance? Impact of market conditions

Advertising is crucial in influencing customers’ perceptions and purchase intentions, and numerous studies have investigated whether advertising expenditure has any significant impact on financial performance. A thorough understanding remains elusive: while several studies document a positive impact...

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Bibliographic Details

Main Authors:	Mahabub Rahman, Maria Ángeles Rodriguez Serrano, Mathew Hughes
Format:	Default Article
Published:	2020
Subjects:	Advertising advertising productivity firm performance market conditions market dynamism munificence complexity expenditure marketing investment Business & Management Business and Management Marketing
Online Access:	https://hdl.handle.net/2134/12790163.v1
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