Effect of analysts’ earnings pressure on marketing spending and stock market performance

Volume: 46, Issue: 3, Pages: 431 - 452
Published: May 4, 2017
Abstract
Despite the clearly visible effects of analysts’ pressures on C-level executives in the popular press, there is limited evidence on their effects on marketing spending decisions. This study asks two questions. First, how do analysts’ pressures affect firms’ short-term marketing spending decisions? Based on a sample of 2706 firms during 1987–2009 compiled from Institutional Brokers Earning System, COMPUSTAT, and CRSP databases we find that firms...
Paper Details
Title
Effect of analysts’ earnings pressure on marketing spending and stock market performance
Published Date
May 4, 2017
Volume
46
Issue
3
Pages
431 - 452
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