In the context of the U.S. lodging industry (1994–2012), the authors empirically quantify the effects of the two main factors driving the rebranding effects identified by the theoretical branding literature—(1) the brand ...

This paper investigates the moderating effect of brand image on relationship quality in the chain restaurant industry. The sample of this study was attained from a single local chain restaurant in Peninsular Malaysia. ...

An emerging body of research indicates that males and females often respond differently to advertising stimuli. Therefore, this research used a between-subjects experimental design in study 1 to illustrate that a written ...

This paper empirically investigates the non-linear relationship between advertising and concentration in the hotel industry. Using data collected from the Taiwanese hotel industry, this paper finds that (1) the influence ...

Advertising in our days is moving to the social media since consumers are spending more and more time on such platforms that offer very customized information for each user. Facebook, for example, is trying to bring each ...

The study aimed to to measure the impact of entrepreneurial orientation on marketing performance in five-star hotels in Jordan. To achieve this a study model was designed that included entrepreneurial orientation as an ...

This research draws on regulatory focus theory to explore how to effectively advertise technology-based hospitality services. In an experiment, we compare four types of service ads: narrative-comparative, narrative-noncomparative, ...

In recent years, companies are under increasing pressure from consumers, grassroots and community organizations, governments, and shareholders to develop and practice sustainable business practices. While individual ...

This article examines the organization phenomenon of coercive acquaintance advertising, which is born of social media context and emerging in tourism and hospitality industry. Empirical results analyzing the multisource ...

The purpose of this study is to investigate the strategic value of advertising expenditures in the tourism and hospitality industry. Adopting a market-based valuation approach and longitudinal analysis, this study assesses ...