Korkeamaki, Timo; Puttonen, Vesa; Smythe, Tom - In: International Journal of Bank Marketing 25 (2007) 7, pp. 434-451
Purpose – The paper aims to examine the effect of advertising on mutual fund cash flows in the Finnish fund market. Design/methodology/approach – The paper's unique data set allows the observation of the effects of monetary advertising spending and the choice of advertising media. Findings...