The Effect of Marketing Investment on Firm Value and Systematic Risk

  title={The Effect of Marketing Investment on Firm Value and Systematic Risk},
  author={Musaab Mousa and Saeed Nosratabadi and Judit S{\'a}gi and Amir Mosavi},
Analyzing the financial benefit of marketing is still a critical topic for both practitioners and researchers. Companies consider marketing costs as a type of investment and expect this investment to be returned to the company in the form of profit. On the other hand, companies adopt different innovative strategies to increase their value. Therefore, this study aims to test the impact of marketing investment on firm value and systematic risk. To do so, data related to four Arabic emerging… 
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