volume 24, issue 1, P90-113 2019
DOI: 10.1108/mbe-01-2019-0007
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B. Rajesh Kumar, K.S. Sujit, Waheed Kareem Abdul

Abstract: Purpose The purpose of this study is to broadly examine the role of marketing–finance interface factors for value creation. Specifically, the study investigates the influence of discretionary expenditures such as advertisement on valuation of brands and firms within the framework of risk factors. Design/methodology/approach To test the model and hypotheses of this study as it has the possibilities of multiple causations among different variables used in the system. Some independent variables are not truly i…

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