Purpose – The purpose of this paper is to understand the impact of components of marketing expenditures, i.e. advertising and distribution expenditures on intangible value of firm (measured in terms of Tobin's Q). The relationship is studied in the context of branding approaches (corporate and...

Purpose – The purpose of this paper is to understand the use of the personal video recorder (PVR) in the home and the impact on TV advertising exposure. Design/methodology/approach – A video ethnographic study of 22 participants in eight homes with PVRs. Findings – Use of the PVR differed...