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Does advertising spending improve sales performance? [Summary]

Authors :
Josiassen, Alexander
Mattila, Anna S.
Assaf, A. George
Publication Year :
2015
Publisher :
Virginia Tech, 2015.

Abstract

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. Pages 161-166

Subjects

Subjects :
modelling
Hospitality sales
Advertising spending
Star rating
Dynamic
frontier
ComputingMilieux_MISCELLANEOUS
Sales performance

Details

Language :
English
Database :
OpenAIRE
Accession number :
edsair.od......2485..ff612f63a61ade0032a56ee822f265cd

Tools

Authors Abstract Subjects Details