Impact of Advertising Intensity on Market Risk of a Firm: A Study on the Indian Consumer Goods Sector
Abstract
The objective of this article is to assess the impact of advertising intensity of a firm on its market risk or beta in the Indian consumer goods sector. Our sample companies are part of four sectoral indices of Bombay Stock Exchange, namely, fast-moving consumer goods (FMCG), consumer durable, auto and telecom indices. Pooled regression analysis is deployed to assess the impact of advertising intensity on market risk. The results reveal that...
Paper Details
Title
Impact of Advertising Intensity on Market Risk of a Firm: A Study on the Indian Consumer Goods Sector
Published Date
Aug 1, 2019
Journal
Volume
21
Issue
6
Pages
1376 - 1386
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