Are Interaction Effects of Various Media Advertising on Firm Performance Super-Additive or Sub-Additive?
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Cited by:
- Assawer Elaoud & Anis Jarboui, 2022. "The External Auditors' Policy After The COVID-19 Pandemic and The Accounting Outlook in Tunisia," Journal of Accounting and Management Information Systems, Faculty of Accounting and Management Information Systems, The Bucharest University of Economic Studies, vol. 21(1), pages 77-91, March.
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Keywords
advertising; electronic media; print media; earnings; television advertising; firm performance; value relevance; media types; market value; super-additive; sub-additive;All these keywords.
JEL classification:
- M41 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Accounting - - - Accounting
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