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Advertising¡BCustomer Satisfaction and Shareholder Value: The Mediator Effect of Customer Satisfaction.

Advertising has been playing an important role in Marketing for a long time. An effective advertising can help the business to promote their brand and convey the product information to the target consumer successfully. In addition, there are some advantages of advertising haven¡¦t been discovered yet. The purpose of this study is to combine ¡§Marketing¡¨ with ¡§Finance¡¨ to explore the influence of marketing strategies on finance by discussing the relationship between advertising, customer satisfaction and shareholder value.
The empirical study finds two important elements influencing on the shareholder value. First, advertising can create the intangible assets such as goodwill and reputation and transform those intangible assets into the cash flow to the business, and then increase the shareholder value. Second, according to the past study asserting that there are positive relationship between the customer satisfaction and shareholder value, this study also gets the positive and significant result.
This study applied the LISREL model to verify the relationship between advertising, customer satisfaction and shareholder value through the process of direct and indirect effect on shareholder value. We find that the indirect effect of advertising is significant because the advertising increases shareholder value indirectly by increasing the customer satisfaction.
The findings of this study can help the business manager to realize the interactions between ¡§Marketing¡¨ and ¡§Finance¡¨ and to make strategic decision to maximum the shareholder value by noticing that the role of marketing is as important as the financial performance.

Identiferoai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0617108-224110
Date17 June 2008
CreatorsSun, Jhong-Cheng
ContributorsJen-Jsung Huang, Miao-Ling Chen, Ming-Chi Chen
PublisherNSYSU
Source SetsNSYSU Electronic Thesis and Dissertation Archive
LanguageCholon
Detected LanguageEnglish
Typetext
Formatapplication/pdf
Sourcehttp://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0617108-224110
Rightsnot_available, Copyright information available at source archive

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