News and Advertisements: How Negative News May Reverse Advertising Effects

This study focuses on the effects of news and advertising expenditures on corporate reputation. Both advertisement expenditures and the tone (or tenor) of business news exert a positive influence on corporate reputation.

News and Advertisements: How Negative News May Reverse Advertising Effects

May-May MeijerVrije UniversiteitJan KleinnijenhuisVrije Universiteit

INTRODUCTION

Corporations typically spend the largest part of their total communications budget on advertising....

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