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| Tekijä: | Raju, J. Dhar, S. |
| Otsikko: | A note on the relationship between firm diversification and corporate advertising expenditures |
| Lehti: | Marketing Letters
1999 : FEB, VOL. 10:1, p. 35-49 |
| Asiasana: | COMPANIES MARKETING USA |
| Kieli: | eng |
| Tiivistelmä: | 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. |
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