Publication Type
Presentation
Publication Date
1-2011
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.
Discipline
Marketing
Research Areas
Marketing
Publication
Marketing meets wall-street, Boston, USA, 2011 January 1
City or Country
Boston, USA
Citation
TULI, Kapil; MUKHERJEE, Anirban; and DEKIMPE, Marnik G..
On the value relevance of retailer advertising spending and same-store sales growth. (2011). Marketing meets wall-street, Boston, USA, 2011 January 1.
Available at: https://ink.library.smu.edu.sg/lkcsb_research/5255
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial-No Derivative Works 4.0 International License.