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Erschienen in:
2015 | OriginalPaper | Buchkapitel
The Influence of Shareholder Complaints on Companies’ Product-Advertising Investments
verfasst von : Simone Wies, Arvid O. I. Hoffmann, Jaakko Aspara, Joost M. E. Pennings
Erschienen in: Marketing Dynamism & Sustainability: Things Change, Things Stay the Same…
Verlag: Springer International Publishing
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Research in the marketing-finance interface increasingly recognizes that firms’ marketing actions in the product market can have spillover effects on the behavior of financial market participants (Srinivasan and Hanssens 2009). For example, companies’ product market advertising has been shown to influence the behavior of investors in the stock market. However, while these and related studies focus on the spillover effects of marketing actions on investor behavior, less is known about the reverse effects that we examine: Does investor behavior also affect companies’ marketing actions, such as advertising?