In this dissertation, I examine the effects of both traditional and digital advertising expenses on a firm's ability to generate value. I also investigate the influence of several other factors-research and development industry intensity, firm's growth rate, and customer satisfaction--on the associations that both traditional and digital advertising expenses have with firm value. The data set (obtained from the Ad Age database) comprises the advertising expenses of 67 firms from 2012 through 2016. This study's results show that both traditional and digital advertising expenses are positively and significantly associated with firm value. In addition, digital advertising does not contribute to a firm's value more than traditional advertising does. This study's findings also indicate that customer satisfaction moderates the associations that both traditional and digital advertising expenses have with firm value. A firm's growth rate, however, moderates only the effect that traditional advertising expenses have on firm value. Keywords: advertising expenses, traditional advertising expenses, digital advertising expenses, firm value, R&D industry intensity, firm's growth rate, customer satisfaction
|Commitee:||Anthony, Andrea, Kurt, Ahmet|
|School:||Golden Gate University|
|School Location:||United States -- California|
|Source:||DAI-A 81/7(E), Dissertation Abstracts International|
|Keywords:||Digital advertising expenses, Firm value, Firm's growth rate, Customer satisfaction, Advertising expenses, R&D industry intensity|
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