Does advertising spending improve sales performance? [Summary]
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TR Number
Date
2015-07
Journal Title
Journal ISSN
Volume Title
Publisher
Virginia Tech
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.
Description
Keywords
Advertising spending, Sales performance, Star rating, Dynamic, frontier, modelling, Hospitality sales