Effect of Marketing Expenditures on Corporate Performance: Evidence from Technology Industry

Abstract

The purpose of the study is to investigate and confirm the relationship between the marketing expenditure of electronics industries in Taiwan and the current and future operational performances Information of Taiwan Stock Exchange (TWSE) and Taipei Exchange (TPEx) listed companies in technology industry from 1998 to 2017 were used as research samples In total there were 11 484 observation values taken from Taiwan Economic Journal (TEJ) in this study The empirical results show that marketing expenditure (ADV) has a significant positive relationship on current operational performance (ROA and PM) We also found that the significant positive relationship between ADV and future operational performance (ROA and PM) which is in line with this expectation

Date of Award	2019
Original language	English
Supervisor	Ting-Kai Chou (Supervisor)