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Impact Of Negative Word Of Mouth On Firm Value, Jaihyun Jeon, Byung-Do Kim, Junhee Seok
Impact Of Negative Word Of Mouth On Firm Value, Jaihyun Jeon, Byung-Do Kim, Junhee Seok
Asia Marketing Journal
With the development of information and communication technology and spread of smart devices, online information exchange has become a daily routine. Accordingly, the management and utilization of online word of mouth (WOM) has become an important issue for companies. Numerous studies have examined the impact of online WOM on firm performance. This study analyzes the impact of negative word of mouth (NWOM) on firm value, considering the influence of corporate social responsibility (CSR) activity and research and development (R&D) investment. Using a hierarchical linear model, we find that 1) NWOM has a negative impact on firm value, 2) CSR activities …
Effects Of Marketing Communication Capabilities On The Link Between Corporate Social Responsibility On Firm Value, Yonghee Kim
Effects Of Marketing Communication Capabilities On The Link Between Corporate Social Responsibility On Firm Value, Yonghee Kim
Asia Marketing Journal
An increasing number of studies have examined the effects of corporate social responsibility (CSR) activities on corporate financial performance (CFP) in the service industry. However, the extant literature does not provide comprehensive insights into the conditions on which the CSR–CFP link relies. In this study, firms’ marketing communication capability (MCC) is introduced as an important contingency variable, which determines the effects of CSR on the corporate financial performance, in the context of restaurant businesses. Multiple year data on the spending of public restaurant chains on different media are collected, and MCC is subsequently measured using the data envelope analysis. Then, …
Informative Role Of Marketing Activity In Financial Market, Kyung Oh Yun
Informative Role Of Marketing Activity In Financial Market, Kyung Oh Yun
Asia Marketing Journal
As advertising and promotions are categorized as operating expenses, managers tend to reduce marketing budget to improve their short term profitability. Gauging the value and accountability of marketing spending is therefore considered as a major research priority in marketing. To respond this call, recent studies have documented that financial market reacts positively to a firm`s marketing activity or marketing related outcomes such as brand equity and customer satisfaction. However, prior studies focus on the relation of marketing variable and financial market variables. This study suggests a channel about how marketing activity increases firm valuation. Specifically, we propose that a firm`s …
기업의 수익성과 가치에 미치는 고객만족의 동태적 영향, You Jae Yi, Kyoung Cheon Cha, Cheong Lim Lee
기업의 수익성과 가치에 미치는 고객만족의 동태적 영향, You Jae Yi, Kyoung Cheon Cha, Cheong Lim Lee
Asia Marketing Journal
No abstract provided.