Non-linear Effects of Advertising Spending on Firm Performance: A Fixed-effects Panel Analysis of the Moderating Role of Internationalization
Published online on April 11, 2026
Abstract
Global Business Review, Ahead of Print.
This study examines how advertising spending influences firm performance and investigates whether internationalization shapes this relationship. Using fixed-effects regression, we analyze a balanced panel of 185 listed Indian manufacturing firms over the ...
This study examines how advertising spending influences firm performance and investigates whether internationalization shapes this relationship. Using fixed-effects regression, we analyze a balanced panel of 185 listed Indian manufacturing firms over the ...