The current paper aims to investigate the moderating role of liquidity in the relationship
between accounting and advertising expenditures and the financial performance of small …

This research inquires into the nature and degree of advertising effects on firm intangible
values. Based on marketing research on consumer based brand equity, this paper …

How long do the effects of advertising actually last? This issue has received increased
attention in the fields of marketing, accounting, and finance. However, despite the …

The authors investigate how heuristics and analytics contribute to the advertising budget
decision by decomposing it into four components:(1) baseline spending,(2) adaptive …

Technology is as old as human activity and marketing is as old as human economic activity.
Accordingly, marketing technology has evolved. Drawing on evolutionary technology …

Economic data and financial markets are intriguing to researchers working on data and
quantitative models. With rapid growth of and increasing access to data in digital form …

Marketing executives are under pressure to produce revenue and profit growth for their
brands. In most cases that involve requesting gradually higher marketing budgets, which is …

Many countries have leveraged sales tax to discourage (or encourage) consumption of
socially undesirable (or desirable) products. This article uses several exogenous vehicle …

Nonprofit organizations (NPOs) have access to a limited amount of funding which must
finance multiple activities. The challenge of allocating resources includes setting an …

For many decades, considerable research has been conducted on Market Response
models. Mostly without any attempts to validate the results in strictly predictive tasks and …