Modelling advertising decisions by accountants: A path analysis

A. Diamantopoulos*, S. O'Donohoe, J. Lane

*Corresponding author for this work

Research output: Contribution to journalReview articlepeer-review

Abstract / Description of output

Based on a national survey of chartered accountancy practices, this paper develops and tests a path model of the advertising management process in the profession. Specifically, it examines the relationship between resources devoted to advertising, key decision areas and the success of advertising campaigns. The findings are discussed in light of previous empirical work and their managerial implications are highlighted.

Original languageEnglish
Pages (from-to)3-26
Number of pages24
JournalThe British Accounting Review
Issue number1
Publication statusPublished - Mar 1990


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