营销成果与股东价值:回顾与研究议程

IF 2.4 4区 管理学 Q3 BUSINESS
Johnson C. Madathil, Justin Paul, Nithya Murugan
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引用次数: 0

摘要

最基本的管理问题之一是基于市场的资产如何影响股东价值。为了给出答案,我们利用理论、背景、特征和方法论(TCCM)框架,回顾了有关营销结果和股东价值的大量文献。分析表明,研究人员主要依靠有效市场假说、信号理论和基于市场的论证来理论化基于客户的市场资产与股东价值之间的关系。研究者主要通过收集二手数据,运用事件研究法、持续性方法和工具变量法来说明营销行为(如广告和品牌建设)和基于客户的市场资产(如客户满意度、客户忠诚度和品牌资产)对股东价值有积极影响。在概述研究结果之后,探讨了市场资产与股东价值之间关系的未来研究方向。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Marketing Outcomes and Shareholder Value: A Review and Research Agenda
One of the most fundamental management questions is how market-based assets affect shareholder value. To provide an answer, we review the extensive literature on marketing outcomes and shareholder value using the Theory, Context, Characteristics, and Methodology (TCCM) framework. The analysis reveals that researchers mainly rely on the efficient market hypothesis, signaling theory, and market-based arguments to theorize the relationship between customer-based market assets and shareholder value. Researchers predominantly collect secondary data and employ event study, persistence methods, and instrumental variables approach to show that marketing actions (such as advertising and brand building) and customer-based market assets (such as customer satisfaction, customer loyalty, and brand equity) positively influence shareholder value. After outlining the findings, future research directions on the relationship between market assets and shareholder value are explored.
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来源期刊
CiteScore
6.00
自引率
6.70%
发文量
38
期刊介绍: The International Journal of Market Research is the essential professional aid for users and providers of market research. IJMR will help you to: KEEP abreast of cutting-edge developments APPLY new research approaches to your business UNDERSTAND new tools and techniques LEARN from the world’s leading research thinkers STAY at the forefront of your profession
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