Does advertising spending improve sales performance?

A. George Assaf, Alexander Josiassen, Anna S. Mattila, Ljubica Kneževic Cvelbar

Research output: Contribution to journalArticlepeer-review

21 Scopus citations

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. We estimated sales performance via dynamic, stochastic frontier modelling. Using longitudinal data from a sample of Slovenian and Croatian hotels, we demonstrate that advertising spending has a positive impact on hotel sales performance, and that the relationship strengthens for larger hotels and hotels with higher star ratings. Theoretical and managerial implications along with directions for future research are also discussed.

Original languageEnglish (US)
Pages (from-to)161-166
Number of pages6
JournalInternational Journal of Hospitality Management
Volume48
DOIs
StatePublished - Jul 1 2015

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Strategy and Management

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