Corporate Advertising Spending and Corporate Profits ——An Empirical Study based on World Cup Sponsorship

DOI

10.2991/ssmi-18.2019.43How to use a DOI?

Keywords

World Cup, advertising business income, multiple linear regression.

Abstract

This paper studies the influence of advertising and R&D expenditure on profits of the corporate which World Cup sponsors. By using the multiple linear regression model which is commonly used in econometric analysis, the empirical analysis was conducted based on the micro data of 143 sponsored enterprises in 10 world cups, including Russia and Brazil. The results show that, at least in the short term, World Cup advertising and research spending have a positive impact on corporate profits; Among them, the influence of advertising expenditure is stronger in the World Cup stage, and the promotion of profit growth of World Cup sponsoring enterprises is more significant.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Xinyi Yuan
PY  - 2019/02
DA  - 2019/02
TI  - Corporate Advertising Spending and Corporate Profits ——An Empirical Study based on World Cup Sponsorship
BT  - Proceedings of the 2018 International Symposium on Social Science and Management Innovation (SSMI 2018)
PB  - Atlantis Press
SP  - 244
EP  - 248
SN  - 2352-5428
UR  - https://doi.org/10.2991/ssmi-18.2019.43
DO  - 10.2991/ssmi-18.2019.43
ID  - Yuan2019/02
ER  -