Skip to content
Home
About Us
Resources
Profiles Metrics
Authors Directory
Institutions Directory
Top Authors
Top Institutions
Top Sponsors
AI Digest
Contact Us
Menu
Home
About Us
Resources
Profiles Metrics
Authors Directory
Institutions Directory
Top Authors
Top Institutions
Top Sponsors
AI Digest
Contact Us
Home
About Us
Resources
Profiles Metrics
Authors Directory
Institutions Directory
Top Authors
Top Institutions
Top Sponsors
AI Digest
Contact Us
Menu
Home
About Us
Resources
Profiles Metrics
Authors Directory
Institutions Directory
Top Authors
Top Institutions
Top Sponsors
AI Digest
Contact Us
Publication Details
AFRICAN RESEARCH NEXUS
SHINING A SPOTLIGHT ON AFRICAN RESEARCH
business, management and accounting
Advertising and mutual fund asset flows
International Journal of Bank Marketing, Volume 25, No. 7, Year 2007
Notification
URL copied to clipboard!
Description
Purpose – The paper aims to examine the effect of advertising on mutual fund cash flows in the Finnish fund market. Design/methodology/approach – The paper's unique data set allows the observation of the effects of monetary advertising spending and the choice of advertising media. Findings – The paper finds that neither past year's performance nor advertising alone is sufficient to produce increased cash flows. However, advertising together with past performance is found to significantly affect cash flows. The positive effect of advertising is limited to the use of non-perishable advertising media. Additionally, it is found that fund families spending proportionately more on advertising receive higher asset flows. Originality/value – The data are unique in that they can identify fund families that advertise, and also how much they spent on advertising in a given year and the dollar amount spent on five different media types. Obviously, having also fund level data available would enable more thorough analysis. © 2007, Emerald Group Publishing Limited
Authors & Co-Authors
Korkeamaki, Timo
United States, Spokane
Gonzaga University
Puttonen, Vesa
Finland, Espoo
Aalto University School of Business
Smythe, Tom
Liberia, Greenville
Furman University
Statistics
Citations: 31
Authors: 3
Affiliations: 3
Identifiers
Doi:
10.1108/02652320710832603
ISSN:
02652323