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首页> 外文期刊>Global Business Review >An Empirical Investigation on the Impact of Marketing Communication Expenditure on Firms' Profitability: Evidence from India
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An Empirical Investigation on the Impact of Marketing Communication Expenditure on Firms' Profitability: Evidence from India

机译：市场营销支出对企业盈利能力影响的实证研究：来自印度的证据

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This study attempts to put forth the causal relationship between integrated marketing communications (IMC) and profit before depreciation interest and tax (PBDIT) of firms operating in the personal care industry, in India, as categorized by the Capitaline database, while also trying to study their long-term and short-term relationships so as to understand the impact of one variable on another. The choice of the industry is due to the fact that this is an industry where a substantial amount of money is spent on advertising and sales promotion. The results reveal there is unidirectional causality running from IMC to PBDIT and there is a long-term co-integrating relationship between the two. The vector error correction, impulse response function and forecast error variance decomposition results reinforce that marketing communications take time in building the image of a brand in the mind of the prospects and hence the impact of IMC on profits comes with a time lag. This study will help brand managers to strategize budget allocation decisions by informing them the duration of the return on such investments.
机译：这项研究试图提出资本营销数据库对印度个人护理行业公司的综合营销传播（IMC）与折旧前利润和税前利润（PBDIT）之间的因果关系，同时也试图进行研究它们的长期和短期关系，以便了解一个变量对另一个变量的影响。该行业的选择是由于以下事实：这是一个在广告和促销上花费大量金钱的行业。结果表明，从IMC到PBDIT存在单向因果关系，并且两者之间存在长期的协整关系。向量误差校正，脉冲响应函数和预测误差方差分解结果加强了营销传播在潜在客户心目中建立品牌形象所花费的时间，因此IMC对利润的影响具有时滞。这项研究将通过告知品牌经理此类投资回报的持续时间，帮助他们制定预算分配决策的战略。

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