The Marketing Effect on the Firm Value

Abstract

This paper intends to examine the relationship between the marketing measures and the firm value by using a sample of nonfinancial Taiwanese firms from 2005 to 2007. Results show that both main effects of marketing activities and interactional effects of the firm’s resources on firm value are supported. Marketing expenditure is positively associated with the firm value. R&D assets positively moderate the proposed relationship between marketing effects and firm value.