THE EFFECTS OF MARKETING EXPENSES ON FIRM PERFORMANCE REGISTERED IN STOCK EXCHANGE OF THAILAND

Authors

  • Pornchanok Chaleampong Accounting, Faculty of Social Technology, Rajamangala University of Technology Tawan-ok Chanthaburi Campus
  • Rungrasmee Deeprasai Accounting, Faculty of Social Technology, Rajamangala University of Technology Tawan-ok Chanthaburi Campus

Keywords:

Marketing Expenses, Research and Development Expenses, Firm Performance

Abstract

            This research aimed to study the effects of marketing expenses on firm performance. All firms are listed in Stock Exchange of Thailand (Thailand Sustainability Investment). The data, collected from financial reports, annual registration statements (Form 56-1), and corporate sustainability reports, were shown in online database of Stock Exchange of Thailand from 178 companies within 3 years. The data were analyzed by multiple regression. It was found that 1) there was no relationship between marketing expenses and Return on Assets (ROA). 2) There was no relationship between marketing expenses and Return on Equity (ROE). This research showed the same results as stated in both Thai and international researches that marketing expenses did not show any effects on firm performance and expenses showed positive and negative relationship with firm performance.

Author Biographies

Pornchanok Chaleampong, Accounting, Faculty of Social Technology, Rajamangala University of Technology Tawan-ok Chanthaburi Campus

Lecturer, Accounting, Faculty of Social Technology, Rajamangala University of Technology Tawan-ok Chanthaburi Campus

Rungrasmee Deeprasai, Accounting, Faculty of Social Technology, Rajamangala University of Technology Tawan-ok Chanthaburi Campus

Lecturer, Accounting, Faculty of Social Technology, Rajamangala University of Technology Tawan-ok Chanthaburi Campus

References

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Bouaziz, Z. (2016). The impact of R&D expenses on firm performance: Empirical witness from the Bist Technology Index.

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Konak, F. (2015). The effect of marketing expenses on firm performance empirical evidence from the BIST Textile,

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Published

2023-03-18

Issue

Vol. 19 No. 3 (2023): January - March

Section

บทความวิจัย

License

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บทความทุกบทความเป็นลิขสิทธิ์ของวารสารวิชาการศรีปทุม ชลบุรี