The Advertising Spillover Effect: Implications for Mutual Fund Families

30 Pages Posted: 7 Mar 2011 Last revised: 18 Nov 2014

See all articles by An-Pin Wei

An-Pin Wei

Sun Yat-sen University (SYSU) - International School of Business and Finance (ISBE)

Miao-Ling Chen

National Sun Yat-sen University

Chi-Lu (Edward) Peng

Chung Hua University - Department of Finance; National Sun Yat-sen University

Date Written: January 10, 2011

Abstract

Prior studies have found that a firm’s advertising for one of its products can spill over and enhance sales for other existing products with the same brand name. This study examines whether the advertising spillover effect exists in the mutual fund market. The evidence shows that advertised funds in a fund family can significantly increase the cash flows of other higher-performing funds in the same family but not for those funds with middle and lower performance. For the fund family’s advertising, results indicate that fund family’s advertising can significantly increase the family cash flows for large fund families but not for those small fund families.

Keywords: The Advertising Spillover Effect, Advertising, Mutual Fund Families, Performance

JEL Classification: G20

Suggested Citation

Wei, An-Pin and Chen, Miao-Ling and Peng, Chi-Lu, The Advertising Spillover Effect: Implications for Mutual Fund Families (January 10, 2011). Journal of Management 28 (4), 361-377, Available at SSRN: https://ssrn.com/abstract=1779584

An-Pin Wei (Contact Author)

Sun Yat-sen University (SYSU) - International School of Business and Finance (ISBE) ( email )

China

Miao-Ling Chen

National Sun Yat-sen University ( email )

70 Lien-hai Rd.
Kaohsiung, 80743
Taiwan

Chi-Lu Peng

Chung Hua University - Department of Finance ( email )

No. 707, Sec. 2, WuFu Road
Hsinchu, Taiwan 300
Taiwan

National Sun Yat-sen University ( email )

No.70, Lianhai Rd., Gushan District,
Kaohsiung City
Taiwan

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