...He-Boong Kwon; Jooh Lee; Ian Brennan Purpose This study aims to explore the dynamic interplay of key resources (i.e. research and development (R&D), advertising and exports) in affecting the performance of USA manufacturing firms. Specifically, the authors examine the dynamic impact of joint...

...He-Boong Kwon; Jooh Lee; Laee Choi Purpose This paper explores the nonlinear interactions of research and development (R&D) and advertising and their synergistic effect on firm performance using Tobin's Q. This study also aims to investigate differential synergy patterns under varying levels...

...Krunal K. Punjani; V.V. Ravi Kumar; Sanjeev Kadam Purpose The purpose of this paper is to quantitatively assess the essential trends of existing research on “puffery in advertising” through bibliometric analysis. Design/methodology/approach This study uses citation data collected through...

...Angappa Gunasekaran; D. Steven White; Fotini Patsioura; Maro Vlachopoulou; Vicky Manthou Purpose The purpose of this paper is to present an effectiveness conceptual framework to evaluate the overall performance of corporate advertising web sites towards the multiple advertising, promotional...