During the business cycle, how the firms' marketing expenses affect the stock returns vary with economy condition. Although prior studies have focused on how change in advertising and research and development (R&D) affect firms during recessions, those studies ignored the interaction between advertising and R&D. Besides, prior studies in the economics field find that the macroeconomics factors will affect firm performance. Therefore, this paper investigates which macroeconomics factor will affect firms spending on advertising and R&D to increase stock return of firms during recessions based on controlling the interaction between advertising and R&D.
We match the sample of NYSE-, AMEX-, and NASDAQ-listed firms that are specified as ordinary common shares with monthly returns from the Center for Research in Securities Prices (CRSP) and with advertising and R&D from the yearly merged COMPUSTAT data for 1990 to 2010. In addition, we use the Markov switching model to identify economy condition. Meanwhile we use the portfolio analysis to classify the firms into four portfolios and though the macroeconomic model to discuss which factors impact the excess return. This study finds that controlling the condition of R&D-intensive, the default spread and growth in money supply will both affect high advertising firms, more than low advertising firm in recessions. Moreover, controlling the condition of advertising-intensive, the default spread and growth in money supply will both affect high R&D firms more than low R&D firms in recessions. These consequences may result from that during the recession, the default spread will increase and the same time the investors will not prefer high advertising and R&D firms (risky assets). On the other hand, when government implements expansionary monetary policy, investors will prefer high advertising and R&D firms.
In summary, this study discuss how the macroeconomic factors affect the excess return of portfolio during recessions based on controlling the interaction between advertising and R&D. Firms could use these results to improve the performances and increase the stock returns by adjusting their spending on advertising and R&D during recessions.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0703112-145825 |
| Date | 03 July 2012 |
| Creators | Lien, Yen-na |
| Contributors | Miao-ling Chen, Chou-wen Wang, Chun-hua Tang, Mei-ling Yang |
| Publisher | NSYSU |
| Source Sets | NSYSU Electronic Thesis and Dissertation Archive |
| Language | Cholon |
| Detected Language | English |
| Type | text |
| Format | application/pdf |
| Source | http://etd.lib.nsysu.edu.tw/ETD-db/ETD-search/view_etd?URN=etd-0703112-145825 |
| Rights | user_define, Copyright information available at source archive |
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