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- W2773981454 abstract "In this study, we investigate the relationship between advertising expenditures, negative corporate social performance, and firm performance. Our empirical analysis seeks to understand the implications of negative corporate social performance for advertising response strategies—namely, annual, corporate-focused, and product-focused firm-level advertising expenditures. Furthermore, we examine the potential of these advertising response strategies for firm-level performance (i.e., profitability and firm value measures)." @default.
- W2773981454 created "2017-12-22" @default.
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- W2773981454 date "2017-12-06" @default.
- W2773981454 modified "2023-09-24" @default.
- W2773981454 title "Advertising Expenditures, Negative Corporate Social Performance, and Firm Performance: Does Advertising Orientation Matter? An Abstract" @default.
- W2773981454 doi "https://doi.org/10.1007/978-3-319-66023-3_18" @default.
- W2773981454 hasPublicationYear "2017" @default.
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