Marketing Spending and Brand Performance Volatility
- Author(s): Fischer, Marc
- Shin, Hyun
- Hanssens, Dominique M
- et al.
If company revenues fluctuate, the resulting volatility makes it more difficult to project the company’s future revenues and earnings and ensure steady cash-flow. This lessens investor confidence and, as such, can harm the financial health of a brand. So, effective marketing can have undesired financial side effects.