Marketing Spending and Brand Performance Volatility

Publications

Download Publication

Fischer, M., Shin, H., & Hanssens, D. (2018). Marketing Spending and Brand Performance Volatility. GfK Marketing Intelligence Review, 10(1), 46-51

Year

2018

Authors

Marc Fischer,
Hyun Shin,
Dominique Hanssens

Publication title

Marketing Spending and Brand Performance Volatility

Publication

NIM Marketing Intelligence Review

Go to download

Marc Fischer, Hyun Shin and Dominique M. Hanssens

If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and ensure steady cash-flow. This lessens investor confidence and, as such, can harm the financial health of a brand. So, effective marketing can have undesired financial side effects.

The optimal marketing behaviors derived with and without volatility calculations will be quite different. Analytically savvy companies will be able to gain competitive advantage from this realization.

Authors

Marc Fischer, University of Cologne, Germany & University of Technology Sydney Australia, marc.fischer@wiso.uni-koeln.de
Hyun Shin, Hanyang University, Seoul, South Korea, hyunshin70@hanyang.ac.kr
Dominique Hanssens, University of California, Los Angeles, CA, USA, dominique.hanssens@anderson.ucla.edu

Share Publication

Copy link

Suggested Citation

Fischer, M., Shin, H., & Hanssens, D. (2018). Marketing Spending and Brand Performance Volatility. GfK Marketing Intelligence Review, 10(1), 46-51

Here you can find more exciting articles of this issue.

To the entire issue

In an increasingly risky socioeconomic environment, management needs to proactively consider brand-related risks. To understand brands as …

Brands can interact both directly and indirectly with fake news. In some instances, brands are the victims of fake news and, other times, …

In today’s world, knowing more about a brand can make people think worse of it. Rather than helping a brand, increased familiarity can …

The physical and social realities, mental biases and limitations of being human differentiate human brands from others. It is their very …

To minimize the potential loss of market share and profits, it is important to understand factors that drive cannibalization. Key brand …

Understanding consumers’ ways of thinking can help identify strategies to limit brand damage and elicit more favorable reactions from …

Whether it be the NFL, Dove, Wells Fargo, VW or countless others–managers need only open a daily newspaper to see how things can go …

Like a stock portfolio, each relationship type offers a brand higher or lower growth opportunities and risks. The type of relationship is …

Scroll to top

Other articles of the MIR issue “Brand Risk Matters”