In a study published in Management Science, Scarlett Song, assistant professor in accounting, examines different categories of media advertising and their varying association with brand intangible assets in mergers and acquisitions.

Headshot of Scarlett Song, assistant professor in accounting at the UNH Peter T. Paul College of Business and Economics

Consistent with expectations, results confirm that target firms’ traditional and online display advertising exhibit a higher likelihood of brand asset recognition and higher recognized brand values as compared with paid search advertising.

This paper received the best paper award at the 2019 AAA Northeast Region Meeting and is among SSRN Top Ten Download List for topic Advertising, and for Managerial Marketing eJournal.

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