Advertising spending, firm performance, and the moderating impact of CSR

A. George Assaf, Alexander Josiassen, Jin Sun Ahn, Anna S. Mattila

Research output: Contribution to journalArticle

8 Citations (Scopus)

Abstract

This article investigates the potential of corporate social responsibility (CSR) to influence the link between advertising spending and firm performance. Drawing upon the literature of CSR, we hypothesize that CSR positively moderates the relationship between advertising spending and firm performance. We focus on two types of firm performance: sales and firm value. Using two samples from both the hotel and restaurant industries, we found that firms with higher levels of CSR enjoy higher returns on advertising spending than firms with lower levels of CSR. We discuss the theoretical and managerial implications of these findings and provide direction for future research.

Original languageEnglish (US)
Pages (from-to)1484-1495
Number of pages12
JournalTourism Economics
Volume23
Issue number7
DOIs
StatePublished - Nov 1 2017

Fingerprint

social responsibility
firm
performance
sales
corporate social responsibility
Firm performance
Corporate Social Responsibility
industry
Values

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Tourism, Leisure and Hospitality Management

Cite this

Assaf, A. George ; Josiassen, Alexander ; Ahn, Jin Sun ; Mattila, Anna S. / Advertising spending, firm performance, and the moderating impact of CSR. In: Tourism Economics. 2017 ; Vol. 23, No. 7. pp. 1484-1495.
@article{f7acbfa7111644f08f399806a0137abb,
title = "Advertising spending, firm performance, and the moderating impact of CSR",
abstract = "This article investigates the potential of corporate social responsibility (CSR) to influence the link between advertising spending and firm performance. Drawing upon the literature of CSR, we hypothesize that CSR positively moderates the relationship between advertising spending and firm performance. We focus on two types of firm performance: sales and firm value. Using two samples from both the hotel and restaurant industries, we found that firms with higher levels of CSR enjoy higher returns on advertising spending than firms with lower levels of CSR. We discuss the theoretical and managerial implications of these findings and provide direction for future research.",
author = "Assaf, {A. George} and Alexander Josiassen and Ahn, {Jin Sun} and Mattila, {Anna S.}",
year = "2017",
month = "11",
day = "1",
doi = "10.1177/1354816617704739",
language = "English (US)",
volume = "23",
pages = "1484--1495",
journal = "Tourism Economics",
issn = "1354-8166",
publisher = "IP Publishing Ltd",
number = "7",

}

Advertising spending, firm performance, and the moderating impact of CSR. / Assaf, A. George; Josiassen, Alexander; Ahn, Jin Sun; Mattila, Anna S.

In: Tourism Economics, Vol. 23, No. 7, 01.11.2017, p. 1484-1495.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Advertising spending, firm performance, and the moderating impact of CSR

AU - Assaf, A. George

AU - Josiassen, Alexander

AU - Ahn, Jin Sun

AU - Mattila, Anna S.

PY - 2017/11/1

Y1 - 2017/11/1

N2 - This article investigates the potential of corporate social responsibility (CSR) to influence the link between advertising spending and firm performance. Drawing upon the literature of CSR, we hypothesize that CSR positively moderates the relationship between advertising spending and firm performance. We focus on two types of firm performance: sales and firm value. Using two samples from both the hotel and restaurant industries, we found that firms with higher levels of CSR enjoy higher returns on advertising spending than firms with lower levels of CSR. We discuss the theoretical and managerial implications of these findings and provide direction for future research.

AB - This article investigates the potential of corporate social responsibility (CSR) to influence the link between advertising spending and firm performance. Drawing upon the literature of CSR, we hypothesize that CSR positively moderates the relationship between advertising spending and firm performance. We focus on two types of firm performance: sales and firm value. Using two samples from both the hotel and restaurant industries, we found that firms with higher levels of CSR enjoy higher returns on advertising spending than firms with lower levels of CSR. We discuss the theoretical and managerial implications of these findings and provide direction for future research.

UR - http://www.scopus.com/inward/record.url?scp=85031734848&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=85031734848&partnerID=8YFLogxK

U2 - 10.1177/1354816617704739

DO - 10.1177/1354816617704739

M3 - Article

AN - SCOPUS:85031734848

VL - 23

SP - 1484

EP - 1495

JO - Tourism Economics

JF - Tourism Economics

SN - 1354-8166

IS - 7

ER -