Chen, Chien-Wei; Chiang, Min-Hsien; Yang, Chi-Lin - In: Marketing Letters 25 (2014) 2, pp. 207-218
This study examines the synergistic effects of advertising spending and new product preannouncements (NPPAs) on stock market responses. The empirical results indicate that returns of preannouncing firms over both the short- and long-term could be improved by an increase in advertising...