Kumar, B. Rajesh; Sujit, K.S.; Kareem Abdul, Waheed - In: Measuring Business Excellence 24 (2019) 1, pp. 90-113
Purpose: The purpose of this study is to broadly examine the role of marketing–finance interface factors for value creation. Specifically, the study investigates the influence of discretionary expenditures such as advertisement on valuation of brands and firms within the framework of risk...