Proceedings of the 2015 Joint International Social Science, Education, Language, Management and Business Conference

Effects of Advertising and R&D Expenditure on Enterprise Performance

Authors
Jiuyi Huang
Corresponding Author
Jiuyi Huang
Available Online December 2015.
DOI
10.2991/jisem-15.2015.24How to use a DOI?
Keywords
Advertising expenditure• R&D expenditure• Short-term profitability• Long-term value
Abstract

Based on data of Chinese companies listed between 2010 and 2012, this paper tests the effect of advertising and R&D expenditure on enterprise performance. We find that advertising expenditure has no significant impact on enterprises’ short-term profitability, but it is positively correlated with enterprises’ long-term value. R&D expenditure is positively correlated with enterprises’ short-term profitability, but has no significant impact on enterprises’ long-term value. We also find that advertising expenditure and R&D expenditure has an interactive effect on enterprises’ short-term profitability, but no significant interactive effect on enterprises’ long-term value.

Copyright
© 2015, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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Volume Title
Proceedings of the 2015 Joint International Social Science, Education, Language, Management and Business Conference
Series
Advances in Social Science, Education and Humanities Research
Publication Date
December 2015
ISBN
978-94-6252-127-8
ISSN
2352-5398
DOI
10.2991/jisem-15.2015.24How to use a DOI?
Copyright
© 2015, the Authors. Published by Atlantis Press.
Open Access
This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

Cite this article

TY  - CONF
AU  - Jiuyi Huang
PY  - 2015/12
DA  - 2015/12
TI  - Effects of Advertising and R&D Expenditure on Enterprise Performance
BT  - Proceedings of the 2015 Joint International Social Science, Education, Language, Management and Business Conference
PB  - Atlantis Press
SP  - 111
EP  - 119
SN  - 2352-5398
UR  - https://doi.org/10.2991/jisem-15.2015.24
DO  - 10.2991/jisem-15.2015.24
ID  - Huang2015/12
ER  -