Mousa, Musaab; Nosratabadi, Saeed; Sági, Judit; … - In: Journal of Open Innovation: Technology, Market, and … 7 (2021) 1, pp. 1-17
. Companies consider marketing costs as a type of investment and expect this investment to be returned to the company in the form … study aims to test the impact of marketing investment on firm value and systematic risk. To do so, data related to four … value and systematic risk, this variable is considered a moderated variable in the relationship between marketing investment …
