@incollection{,
	
					
					
					1F27997C2018A6B84DE7A3314091E1D0
				,
	author={{MandeepMahendru} and {Kalyan KDe} and {Thapar University, Patiala, Punjab, India.}},
	journal={{Global Journal of Management and Business Research}},
	journal={{GJMBR}}2249-45880975-585310.34257/GJMBR,
	address={Cambridge, United States},
	publisher={Global Journals Organisation}141718
}

@book{b0,
	
	
		,
	title={{}}
		,
	author={{
			TLAndras
		} and {
			SSSrinivasan
		}}
		
		
			,
	year={2003}
		
	

}

@incollection{b1,
	
	
		,
	title={{Advertising Intensity and R&D Intensity: Differences across Industries and Their Impact on Firm's Performance}}
	
	
		,
	journal={{International Journal of Business and Economics}}
		
			2
			2
			
		
	

}

@incollection{b2,
	
	
		,
	title={{An Advertising Evaluation System for Retailers}}
		,
	author={{
			ChitrabhanuBhattacharya
		} and {
			LeonardMLodish
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	journal={{Journal of Retailing and Consumer Services}}
		
			100
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}

@book{b3,
	
	
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	title={{}}
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	author={{
			KeithWChauvin
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			MHirschey
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	year={1993}
		
	

}

@incollection{b4,
	
	
		,
	title={{D Expenditures and the Market Value of the Firm}}
		,
	author={{
			RAdvertising
		}}
	
	
		,
	journal={{Financial Management}}
		
			22
			
		
	

}

@book{b5,
	
	
		,
	title={{A simple approximation of Tobin's Q. Financial Management}}
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	author={{
			KeeHChung
		} and {
			StephenWPruitt
		}}
		
		
			,
	year={1994}
			23
			
		
	

}

@incollection{b6,
	
	
		,
	title={{Announcements of New Advertising Campaigns: Signals to Stock Market Investors}}
		,
	author={{
			MargyPConchar
		} and {
			MGeorge
		} and {
			CharlesDZinkhan
		} and {
			Bodkin
		}}
		
		
		
	
	
		,
	booktitle={{Advances in Marketing Pedagogy, Philosophy and Processes}}
				,
	editor={
			JWilliam
			LindaKKehoe
			Whitten
		}
		Charlottesville, VA
		
			,
	year={2003}
			
		
	
	,
	note={Society for Marketing Advances}

}

@incollection{b7,
	
	
		,
	title={{The contribution of changes in advertising expenditures to earnings and market values}}
		,
	author={{
			RCGrahamJr
		} and {
			KDFrankenberger
		}}
		
	
	
		,
	journal={{Journal of Business Research}}
		
			50
			2
			
			,
	year={2000}
		
	

}

@incollection{b8,
	
	
		,
	title={{Advertising expenditure, intangible assets, and risk: A study of restaurant companies}}
		,
	author={{
			LHsu
		} and {
			SJang
		}}
		
	
	
		,
	journal={{International Journal of Hospitality Management}}
		
			27
			
			,
	year={2008}
		
	

}

@incollection{b9,
	
	
		,
	title={{The Direct and Indirect Effects of Advertising Spending on Firm Value}}
		,
	author={{
			AmitJoshi
		} and {
			DHanssens
		}}
		
	
	
		,
	journal={{Journal of Marketing}}
		
			74
			
			,
	year={2010. January}
		
	

}

@incollection{b10,
	
	
		,
	title={{A Natural Experiment of the Effect of Advertising on Sale: The SASOL Case}}
		,
	author={{
			FDLeach
		} and {
			WDReekie
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	journal={{Applied Economics}}
		
			28
			
			,
	year={1996}
		
	

}

@book{b11,
	
	
		,
	title={{Estimating Long Term effects of Advertising on}}
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	author={{
			SMLeong
		} and {
			SOutiaris
		} and {
			GRFranke
		}}
		
		
		
			,
	year={1996}
		
	

}

@book{b12,
	
	
		,
	title={{Does Advertising Expenditure Impact Firm Value: A Case of Indian FMCG Industry}}
		
			1
			90
		
	

}

@incollection{b13,
	
	
		,
	title={{Sales: A Cointegration Perspective}}
	
	
		,
	journal={{Journal of Marketing Communication}}
		
			2
			2
			
		
	

}

@incollection{b14,
	
	
		,
	title={{Determinants of Growth of Advertising Expenditure on Consumer Goods and Services: The Australian Experience}}
		,
	author={{
			MMMetwally
		}}
	
	
		,
	journal={{Journal of International Marketing and Marketing Research}}
		
			22
			3
			
			,
	year={1997}
		
	

}

@incollection{b15,
	
	
		,
	title={{Asset value of UK firms advertising expenditures}}
		,
	author={{
			MaqsoodQureshi
		} and {
			Iqbal
		}}
		
	
	
		,
	journal={{Global Journal of International Business Research}}
		
			1
			1
			
			,
	year={2007}
		
	

}

@incollection{b16,
	
	
		,
	title={{Firm Size, Sector, and Market Valuation of R&D Expenditures}}
		,
	author={{
			SzaShah
		} and {
			AWStark
		} and {
			SAkbar
		}}
		
		
	
	
		,
	journal={{Applied Financial Economics Letters}}
		
			4
			2
			
			,
	year={2008}
		
	

}

@incollection{b17,
	
	
		,
	title={{Inter linkages among stock markets of South Asia}}
		,
	author={{
			GaganSharma
		} and {
			BSDeep
		} and {
			Bodla
		}}
		
		
	
	
		,
	journal={{Asia Pacific Journal of Business Administration}}
		
			3
			2
			
			,
	year={2011}
		
	

}

@book{b18,
	
	
		,
	title={{Metrics for Linking Marketing to Financial Performance}}
		,
	author={{
			RajendrakSrivastava
		} and {
			David Reibstein
		}}
		
		
			,
	year={2004}
			,
	publisher={Marketing Science Institute}
		
	

}

@incollection{b19,
	
	
		,
	title={{A General Equilibrium Approach to Monetary Theory}}
		,
	author={{
			JamesTobin
		}}
	
	
		,
	journal={{Journal of Money, Credit, and Banking}}
		
			1
			
			,
	year={1969}
		
	

}