Kyung Park

Purdue University

610 Purdue Mall

West Lafayette, IN 47907

United States

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Capital Market Returns to New Product Development Success: Informational Effects on Product Market Advertising

Journal of Marketing Research 2019, Vol. 56(1) 37-56
Number of pages: 50 Posted: 30 Jan 2020 Last Revised: 04 Feb 2020
Kyung Park, Pradeep K. Chintagunta and Inho Suk
Purdue University, University of Chicago and State University of New York (SUNY) at Buffalo - School of Management
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Abstract:

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unpredicted abnormal event returns; unpredicted consumer demand; advertising budget; advertising effectiveness; persistence modeling