Movie Advertising and the Stock Market Valuation of Studios: A Case of "Great Expectations?"

Marketing Science

Volumn 28, Issue 2, 2009, Pages 239-250

  Joshi, Amit M ^a   Hanssens, Dominique M ^b  

^a UNIVERSITY OF CENTRAL FLORIDA   (United States)

^b UNIVERSITY OF CALIFORNIA   (United States)

Author keywords

Advertising; Marketing finance interface; Motion pictures; Stock market valuation; Stock return modeling

Indexed keywords

EID: 67449150177     PISSN: 07322399     EISSN: 1526548X     Source Type: Journal    
DOI: 10.1287/mksc.1080.0392     Document Type: Article

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