Marketing Spending and Brand Performance Volatility

Fischer Marc (), Shin Hyun () and Hanssens Dominique M. ()
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Fischer Marc: University of Cologne, Germany and University of Technology, Sydney, Australia
Shin Hyun: Hanyang University, Seoul, Korea
Hanssens Dominique M.: University of California, Los Angeles, USA

NIM Marketing Intelligence Review, 2018, vol. 10, issue 1, 46-51

Abstract: If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and ensure steady cash-flow. This lessens investor confidence and, as such, can harm the financial health of a brand. So, effective marketing can have undesired financial side effects. The optimal marketing behaviors derived with and without volatility calculations will be quite different. Analytically savvy companies will be able to gain competitive advantage from this realization.

Keywords: Marketing Spending; Revenue Volatility; Cash Flow Volatility; Marketing Metrics; Brand Risk (search for similar items in EconPapers)
Date: 2018
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:gfkmir:v:10:y:2018:i:1:p:46-51:n:8

DOI: 10.2478/gfkmir-2018-0008

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