Are interaction effects of various media advertising on firm performance super-additive or sub-additive?
(2021)
Journal Article
QURESHI, M.I. 2021. Are interaction effects of various media advertising on firm performance super-additive or sub-additive? Journal of accounting and management information systems [online], 20(2), pages 290-303. Available from: https://doi.org/10.24818/jamis.2021.02005
This study empirically investigates how various advertising media independently and jointly affect firms' financial performance. Advertising spending is one of the most significant budget items supporting marketing activities for most companies. Howe... Read More about Are interaction effects of various media advertising on firm performance super-additive or sub-additive?.