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Value of advertising by food manufacturers as investment in intangible capital

Author

Listed:
  • Qinrong Wu

    (University of Oklahoma)

  • Bruce Bjornson

    (200 Mumford Hall, University of Missouri, Columbia, MO 65211)

Abstract

We use Tobin's q model to investigate the impact of food manufacturers' advertising as an investment in intangible capital. Intangible capital value created by advertising relates to expected growth and economic rents derived from brand equity. We study the relations between advertising and firm value under varying economic and consumer food market conditions from 1973 to 1991. We find that food manufacturing firms' advertising activity is strongly related to intangible capital value during the high value-added food product proliferation of the 1980s, and during recessions, including the 1990 to 1991 recession when consumers resisted higher margin, branded food products. © 1996 John Wiley & Sons, Inc.

Suggested Citation

  • Qinrong Wu & Bruce Bjornson, 1996. "Value of advertising by food manufacturers as investment in intangible capital," Agribusiness, John Wiley & Sons, Ltd., vol. 12(2), pages 147-156.
    • Handle: RePEc:wly:agribz:v:12:y:1996:i:2:p:147-156
    DOI: 10.1002/(SICI)1520-6297(199603/04)12:2<147::AID-AGR4>3.0.CO;2-2
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    References listed on IDEAS

    as
    1. Morck, Randall & Yeung, Bernard, 1991. "Why Investors Value Multinationality," The Journal of Business, University of Chicago Press, vol. 64(2), pages 165-187, April.
    2. Olive Chiboola & Bruce Bjornson, 1996. "Market environment and valuation of invested capital in food manufacturing and distribution industries," Agribusiness, John Wiley & Sons, Ltd., vol. 12(2), pages 135-146.
    3. Tobin, James, 1969. "A General Equilibrium Approach to Monetary Theory," Journal of Money, Credit and Banking, Blackwell Publishing, vol. 1(1), pages 15-29, February.
    4. repec:fth:michin:282 is not listed on IDEAS
    5. Megna, Pamela & Klock, Mark, 1993. "The Impact on Intangible Capital on Tobin's q in the Semiconductor Industry," American Economic Review, American Economic Association, vol. 83(2), pages 265-269, May.
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    Cited by:

    1. Murat Ocak & Derya Fındık, 2019. "The Impact of Intangible Assets and Sub-Components of Intangible Assets on Sustainable Growth and Firm Value: Evidence from Turkish Listed Firms," Sustainability, MDPI, vol. 11(19), pages 1-23, September.
    2. Lee, Seung-Hyun & Makhija, Mona & Paik, Yongsun, 2008. "The value of real options investments under abnormal uncertainty: The case of the Korean economic crisis," Journal of World Business, Elsevier, vol. 43(1), pages 16-34, January.
    3. Anandhi S. Bharadwaj & Sundar G. Bharadwaj & Benn R. Konsynski, 1999. "Information Technology Effects on Firm Performance as Measured by Tobin's q," Management Science, INFORMS, vol. 45(7), pages 1008-1024, July.
    4. Ioniţă Cătălin Gabriel, 2020. "The need for rethinking the model of assessing value in the digital economy context," Proceedings of the International Conference on Business Excellence, Sciendo, vol. 14(1), pages 170-181, July.
    5. Ryota Nakatani, 2024. "Food companies' productivity dynamics: Exploring the role of intangible assets," Agribusiness, John Wiley & Sons, Ltd., vol. 40(1), pages 185-226, January.

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