search query: @journal_id 794 / total: 218
reference: 87 / 218
« previous | next »
Author:Raju, J.
Dhar, S.
Title:A note on the relationship between firm diversification and corporate advertising expenditures
Journal:Marketing Letters
1999 : FEB, VOL. 10:1, p. 35-49
Index terms:COMPANIES
MARKETING
USA
Language:eng
Abstract:Using data on 200 major US advertisers, the authors' empirical analysis examines the relationship between the degree of firm diversification and corporate advertising expenditures, while controlling for competing explanations. Data on corporate advertising expenditures are obtained from Leading National Advertisers (1989). The authors' results suggest that less diversified firms spend more on corporate advertising.
SCIMA record nr: 193241
add to basket
« previous | next »
SCIMA