Research has shown that advertising assets and R&D (research and development) assets increase shareholder value …. We show that current market turbulence moderates the impacts of advertising assets and R&D assets on expected cash flow … moderates the impacts of advertising assets and R&D assets on bankruptcy risk but not shareholder value. Market stability …

This paper brings empirical evidence that the positive effect of exposure to advertising on consumers' tendency to … previous studies that advertising intensity is an element in consumers' utility is due to the restrictive assumption that … consumers are risk-neutral. When this assumption is relaxed, we find that exposure to advertising does not have any direct …