Now showing items 1-2 of 2
Revisiting the carry-over effects of advertising in franchise industries [Summary]
(Virginia Tech, 2016)
Despite prior studies, little has been done to understand the advertising carry-over effect. The purpose of this study is to investigate the heterogeneous attributes of the carry-over effect by focusing on the differences ...
Cyclical effects of advertising on hotel sales, risk and return [Summary]
(Virginia Tech, 2014-04)
This study examines the effects of advertising expenditure on Taiwanese hotel sales (and profitability), risk and returns. It further tests whether the effects of advertising expenditure on hotel sales (and profitability) ...