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Full-Text Articles in Business
On The Value Relevance Of Retailer Advertising Spending And Same-Store Sales Growth, Kapil R. Tuli, Anirban Mukherjee, Marnik Dekimpe
On The Value Relevance Of Retailer Advertising Spending And Same-Store Sales Growth, Kapil R. Tuli, Anirban Mukherjee, Marnik Dekimpe
Research Collection Lee Kong Chian School Of Business
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 …
Spillover Effects Of Ingredient Branded Strategies On Brand Choice: A Field Study, Swaminathan Vanitha, Srinivas K. Reddy, Sara Loughran Dommer
Spillover Effects Of Ingredient Branded Strategies On Brand Choice: A Field Study, Swaminathan Vanitha, Srinivas K. Reddy, Sara Loughran Dommer
Research Collection Lee Kong Chian School Of Business
Ingredient branding, or the use of two or more brand names on a single product, is widely seen as providing significant benefits in terms of increased product differentiation and greater market share. The association between two brand names can both enhance and dilute the brand equity of the host brand name and the ingredient brand name. This research examines the behavioral spillover effects associated with cobranded strategies across segments of consumers that vary in their prior brand commitment or loyalty. Different from previous research, this paper uses A.C. Nielsen scanner panel data to investigate the behavioral spillover effects of ingredient …