Madison Avenue Meets Wall Street : Mutual Fund Families , Competition and Advertising

@inproceedings{Gallaher2005MadisonAM,
  title={Madison Avenue Meets Wall Street : Mutual Fund Families , Competition and Advertising},
  author={Steven Gallaher},
  year={2005}
}
  • Steven Gallaher
  • Published 2005
We examine the effects of mutual fund families’ strategic decisions on investor flows into the families. Similar to evidence found at the individual fund level, investor flows as a function of a family’s past performance display an increasing and convex relation for high performing families. We also find an association between a family’s flows and its relative levels of advertising expenditures with a significant positive effect for high relative advertisers only. Also a relation exists between… CONTINUE READING

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