This study tires to find out how a firm¡¦s advertising and customer satisfaction influence firms¡¦ abnormal return and we uses the abnormal return (i.e. Jensne¡¦s £\) as the proxy of firm¡¦s shareholder value. We expect firms¡¦ advertising and customer satisfaction will have a positive impact on abnormal return while having a negative impact on firms¡¦ risk. In addition, we also consider under different market state whether advertising and customer satisfaction have an asymmetric effect.
Compare with Carhart (1997) four factor model, this paper also takes the factor of VIX into account, and we use Markov regime switching model to recognize bull market and bear market because it can help us get a more accurate estimation. We choose the Generalized method of moments (GMM) to estimate the impact of advertising and customer satisfaction on shareholder value and discuss that whether advertising and customer satisfaction are able to lift up shareholder value or not.
The outcome shows that advertising doesn¡¦t have significantly positive impact on firms¡¦ abnormal return under bull market and bear market. However, customer satisfaction has a significantly positive relationship with firms¡¦ abnormal return under bull market and bear market. And we find that if firms maintain the level of customer satisfaction under bear market, it will be more efficiently to lift up firms¡¦ abnormal return rather than spending more money on advertising.
| Identifer | oai:union.ndltd.org:NSYSU/oai:NSYSU:etd-0625112-032908 |
| Date | 25 June 2012 |
| Creators | Fang, Hong-Jhuang |
| Contributors | Mei-Ling Yang, Miao-Ling Chen, Chun-Hua Tang, Chou-Wen Wang |
| 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-0625112-032908 |
| Rights | user_define, Copyright information available at source archive |
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