REKLAM HARCAMALARININ ŞİRKETİN PİYASA DEĞERİNE OLAN ETKİSİ

Yıl 2010, Cilt: 28 Sayı: 1, 59 - 69, 30.06.2010

Hasan Altın

Öz

Finans literatürü incelendiğinde,
şirketlerin piyasa değerini etkileyen faktörler üzerine çok sayıda çalışma
vardır. Buna karşın, şirketlerin piyasa değeri ile şirketin reklam harcamaları
arasındaki ilişkiyi açıklayan çalışmalar son derece sınırlıdır. Amacımız,
literatürdeki bu sınırlı alana katkıda bulunmaktır. Araştırma kapsamında, İMKB
Sınai Endeksine kayıtlı 142 şirket inlenmiştir. Uygulama aşamasında klasik en
küçük kareler yöntemi (KEKK) 
kullanılmıştır. Elde edilen sonuçlar literatüre uygun olarak
yorumlanmıştır.

Anahtar Kelimeler

Şirketin piyasa değeri, reklam harcaması, İstanbul Menkul Kıymetler Borsası

The Effects of the Advertising Expenditure on Firm’s Market Value

Öz

When
the finance literature is analyzed, it may be seen that there are a lot of
studies about the factors which affect the firms’ market values. However, the studies explaining the relationship between the
market value and efficiency level of the firms are limited. Our aim is to make
contributions to this limited area. Within the research framework, 142
enterprises which are registered to the Istanbul Stock Exchange Industrial
Index were analysed. During the application phase the Ordinary Least Squares
method (OLS) was used. The acquired results were interpreted according to the
literature. 

Anahtar Kelimeler

Firm market value, advertising expenditure, Istanbul Stock Exchange

Kaynakça

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