국제회계기준(K-IFRS) 도입 이후 광고선전비와 기업가치에 관한 연구

This study clearly applied the period from 2011 to the present despite the continuous increase in advertising expenditures and the introduction of the Korea International Financial Reporting Standards(K-IFRS), which presented the international principles for preparing corporate accounting reports. Focusing on the lack of research on the relationship between advertising expenditures and firm value, companies listed on the KOSPI market from 2011 to 2020 were analyzed on the company's advertising expenditures and firm value. In addition, in order to examine the effect of advertising expenditures more closely, the effects on business performance such as profitability, sales, and product sales were further analyzed. As a result of the analysis, first, advertising expenditures was found to have a positive effect on the firm value. This is the result of confirming that advertising expenditures has a positive effect on firm value through objective data according to K-IFRS in a situation where the results of previous studies on advertising expenditures and firm value have mixed positive or negative views. Second, advertising expenditures were found to have a positive effect on business performance such as profitability, sales, and product sales. This is a result that confirms that the company's use of advertising expenditures has a positive effect on the business performance of the company. It is expected that this information can be used as useful information when making a decision.