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

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

doi:10.1177/1354816617704739

Cited by 36 publications

(42 citation statements)

References 68 publications

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“…Denizci and Li (2009) also found that advertising expenditures are significantly associated with Tobin’s q . Finally, Assaf et al (2017) found that advertising has a positive impact on market value added for restaurant and hotel segments. In sum, previous studies support the asset value of advertising expenditures on firms’ market values in the tourism and hospitality industry (Assaf et al, 2017; Denizci and Li, 2009; Hsu and Jang, 2008; Park and Jang, 2012).…”

Section: Literature Reviewmentioning

confidence: 94%

The strategic value of advertising expenditures in the tourism and hospitality industry

Cárdenas

Mou

et al. 2018

Tourism Economics

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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 the magnitude of advertising value by comparing the magnitude of the value with those from other expenses and book value. Results show that the economic benefits from advertising expenditures, unlike other expenses, don’t expire in the current period. Furthermore, advertising expenditures are significant strategic investments in intangible assets, providing greater future economic benefits than other assets. In addition, there is no significant heterogeneity regarding the effectiveness of advertising expenditures across subsectors in the tourism and hospitality industry.

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Section: Literature Reviewmentioning

confidence: 94%

The strategic value of advertising expenditures in the tourism and hospitality industry

Cárdenas

Mou

et al. 2018

Tourism Economics

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“…Sharpe and Hanson (2018) found that advertising spend significantly reduced the negative impact of negative corporate social performance on overall firm performance. Assaf, Josiassen, Ahn, and Mattila (2017) found that firms with higher CSR (corporate social responsibility) have higher returns from advertising expenditure than firms with lower CSR levels.…”

Section: Literature Review and Research Hypothesesmentioning

confidence: 99%

The Effect of Operating Expenses on Growth and Performance: An Empirical Analysis of the Petroleum and Chemistry Industry in Turkey

Pehlivan¹,

Gerekan²,

Koçan³

2020

Asian Economic and Financial Review

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The aim of this study is to determine the effect of operating expenses on performance and growth in the petroleum and chemical industry. Operating expenses include research and development (R&D), marketing and administrative expenditures. Determining the distribution of these expenses in this industry an important issue. The data obtained from companies operating in the petroleum and chemical industry were analyzed using two separate models. Within the scope of research, it was determined that R&D expenditure has no significant effect on performance and growth. Marketing expenditure negatively affects performance and has no significant effect on growth. Finally, it was concluded that administrative expenditure has a significant positive effect on both performance and growth. These results indicate that ineffective R&D and marketing expenditures in this industry should be avoided. On the other hand, in terms of management function, it explains that expenditure should be shifted to the areas that will contribute, especially towards the future. Contribution/Originality: This study contributes to the existing literature by examining the effect of the operating expenses on firm growth and performance. Operating expenses include R&D, marketing and administrative expenditure. The results of the study provide guidance on operating expenses for companies that want to increase their performance and growth.

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“…Assaf et al (2015) show 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. Assaf et al (2017) investigate the moderating role of corporate social responsibility (CSR) on the link between advertising spending and firm performance, finding that firms with higher levels of CSR enjoy higher returns on advertising spending than firms with lower levels of CSR.…”

Section: Introductionmentioning

confidence: 99%

Brand strategy scope and advertising spending: The more the better?

Rubio

Calderón-Martínez

2019

Tourism Economics

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Given the need to justify business management expenses, firms are very interested in measuring marketing performance. The objective of this article is to analyze mass media advertising investment from an efficient point of view in hotel chains. To accomplish the objective, this article applies a two-stage double bootstrap data envelopment analysis to the monetary resources allocated to the different advertising media by the main companies in the Spanish hotel sector. The authors further investigate the determinants of hotel advertising efficiency in terms of the number of brands in the hotel portfolio and the combination of advertising media used (i.e. Internet advertising). The results show a certain level of waste of advertising spending by hotel chains and that both brand portfolio scope and Internet advertising positively affect efficiency.

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

Cited by 36 publications

References 68 publications

The strategic value of advertising expenditures in the tourism and hospitality industry

The strategic value of advertising expenditures in the tourism and hospitality industry

The Effect of Operating Expenses on Growth and Performance: An Empirical Analysis of the Petroleum and Chemistry Industry in Turkey

Brand strategy scope and advertising spending: The more the better?

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