Does advertising spending improve sales performance?

被引：31

作者：

Assaf, A. George ^{[1
]}

Josiassen, Alexander ^{[2
]}

Mattila, Anna S. ^{[3
]}

Cvelbar, Ljubica Knezevic ^{[4
]}

机构：

[1] Univ Massachusetts, Isenberg Sch Management, Amherst, MA 01003 USA

[2] Copenhagen Business Sch, Copenhagen, Denmark

[3] Penn State Univ, Sch Hospitality Management, University Pk, PA 16802 USA

[4] Univ Ljubljana, Fac Econ, Ljubljana 61000, Slovenia

来源：

INTERNATIONAL JOURNAL OF HOSPITALITY MANAGEMENT | 2015年 / 48卷

关键词：

Advertising spending; Sales performance; Size; Star rating; Dynamic frontier modelling; PHARMACEUTICAL PROMOTIONAL EXPENDITURES; RESEARCH-AND-DEVELOPMENT; MARKET PERFORMANCE; HOTEL PERFORMANCE; FIRM VALUE; EFFICIENCY; MODELS; CREATIVITY; INDUSTRY; IMPACT;

D O I：

10.1016/j.ijhm.2015.04.014

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Hotel managers and investors commonly analyze the impact of advertising spending on firm performance. This paper investigates such an impact using a comprehensive framework incorporating the moderating effects of hotel size and star ratings. We estimated sales performance via dynamic, stochastic frontier modelling. Using longitudinal data from a sample of Slovenian and Croatian hotels, we demonstrate that advertising spending has a positive impact on hotel sales performance, and that the relationship strengthens for larger hotels and hotels with higher star ratings. Theoretical and managerial implications along with directions for future research are also discussed. (C) 2015 Elsevier Ltd. All rights reserved.

引用

页码：161 / 166

页数：6

共 50 条

[1] Assessing advertising media spending inefficiencies in generating sales
Luo, XM
Donthu, N
[J]. JOURNAL OF BUSINESS RESEARCH, 2005, 58 (01) : 28 - 36
[2] Does candidates' advertising spending help winning?
Chang, Chun-Ping
Lee, Chien-Chiang
[J]. JOURNAL OF ECONOMIC POLICY REFORM, 2009, 12 (03) : 201 - 218
[3] Does Advertising Spending Influence Media Coverage of the Advertiser?
Rinallo, Diego
Basuroy, Suman
[J]. JOURNAL OF MARKETING, 2009, 73 (06) : 33 - 46
[4] Does Disclosure of Advertising Spending Help Investors and Analysts?
Moon, Sungkyun
Tuli, Kapil R.
Mukherjee, Anirban
[J]. JOURNAL OF MARKETING, 2023, 87 (03) : 359 - 382
[5] On the Value Relevance of Retailer Advertising Spending and Same-store Sales Growth
Tuli, Kapil R.
Mukherjee, Anirban
Dekimpe, Marnik G.
[J]. JOURNAL OF RETAILING, 2012, 88 (04) : 447 - 461
[6] Does network building improve sales performance? The stabilizing role of job embeddedness
Cheng, Chia-Yi
Chang, Jung-Nung
[J]. JOURNAL OF ORGANIZATIONAL EFFECTIVENESS-PEOPLE AND PERFORMANCE, 2015, 2 (02) : 110 - 133
[7] Advertising spending, firm performance, and the moderating impact of CSR
Assaf, A. George
Josiassen, Alexander
Ahn, Jin Sun
Mattila, Anna S.
[J]. TOURISM ECONOMICS, 2017, 23 (07) : 1484 - 1495
[8] Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value
Luo, Xueming
de Jong, Pieter J.
[J]. JOURNAL OF THE ACADEMY OF MARKETING SCIENCE, 2012, 40 (04) : 605 - 624
[9] Does advertising spending really work? The intermediate role of analysts in the impact of advertising on firm value
Xueming Luo
Pieter J. de Jong
[J]. Journal of the Academy of Marketing Science, 2012, 40 : 605 - 624
[10] Advertising sales
[J]. 2001, Gas Industries (45):

← 1 2 3 4 5 →