Publication Type

Journal Article

Publication Date

4-2012

Abstract

In response to recent calls to study factors that determine a retailer's stock price, this study draws on signaling theory to examine the impact of two key marketing metrics that are widely disclosed by retailers to investors, advertising spending and growth in same-store sales (COMPS), and highlights the moderating role of various firm- and sector-specific factors. Using a stock-response model estimated on a sample of 1,646 observations for 257 retailers, the authors find that the value relevance of advertising spending and COMPS depends on the financial condition of, and the competitive pressures faced by, the retailer. In addition, the positive effect of COMPS on stock returns is found to be stronger in the presence of decreases in advertising spending.

Keywords

Value relevance, Advertising spending, COMPS, Same store sales growth, Earnings, Leverage, Firm value

Discipline

Advertising and Promotion Management | Finance and Financial Management

Research Areas

Marketing

Publication

Journal of Retailing

Volume

88

Issue

4

First Page

447

Last Page

461

ISSN

0022-4359

Identifier

10.1016/j.jretai.2012.07.001

Publisher

Elsevier

Creative Commons License

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.

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