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Evaluating the Effect of Marketing Measures on the Performance of Companies Listed on the Iranian Stock Exchange

Ghara’ei Khezripur, Mohammad Reza | 2020

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  1. Type of Document: M.Sc. Thesis
  2. Language: Farsi
  3. Document No: 53984 (44)
  4. University: Sharif University of Technology
  5. Department: Management and Economics
  6. Advisor(s): Karami, Naser
  7. Abstract:
  8. The issue of spending companies' resources on marketing measures, due to the lack of a proper mechanism to explain the impact and role of these measures has always been one of the most challenging problems for many stakeholders of companies, especially managers. In this study, we have tried to explain the relationship between marketing costs and credit policies with the financial performance of companies by examining the information published by companies listed on the Tehran Stock Exchange. In this study, the required information was collected from the sources of valid tools and then, using statistical methods, regression models that express the relationship between variables were constructed. In this study, two factors of advertising intensity and credit policies that indicate marketing costs were considered as independent variables and four variables of sales growth, asset growth, gross profit margin and operating profit margin that indicate the company's financial performance were considered as dependent variables and two factors, firm size and type of industry, were considered as moderator variables. These models were then examined and tested using panel data method. Finally, based on the results of analysis and tests, it was found that according to the collected data, there is a significant relationship between the intensity of advertising and financial performance of the companies, although this relationship was not seen between credit policies and financial performance of the companies. On the other hand, there was no significant effect between firm size and industry type with independent and dependent variables. Finally, according to the general results, some suggestions have been made regarding the relationship between these variables
  9. Keywords:
  10. Linear Regression ; Panel Data ; Tehran Stock Exchange ; Financial Performance ; Credit Policies ; Advertising Intensity

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