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

Rubio, Ricardo Sellers; Calderón-Martínez, Aurora

doi:10.1177/1354816619882135

Cited by 5 publications

(2 citation statements)

References 56 publications

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“…In marketing strategy, social media marketing and sustainable marketing have been common marketing strategies in recent years. For example, Hsu [46] used Facebook to develop digital marketing strategies for Taiwanese restaurants, Leun et al [42] used message theory to explore social media marketing among hotels, Xiong and Hu [47] examined viral marketing and discussed discount strategies in restaurants, and Sellers-Rubio and Calderón-Martínez [48] discussed the relationship between brand strategy and advertising expenditure. Hussain et al [49] found that sustainable marketing assets have positive and significant effects on market performance.…”

Section: Theoretical Contributionsmentioning

confidence: 99%

Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining

Horng

Liu²,

Chou

et al. 2022

Sustainability

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The current research is a systematic review of the literature on hotel marketing management that provides evidence that hotel marketing management contributes to organizational performance and satisfaction, and provides insights into how hotel operators can successfully implement it. This systematic review of the literature is based on the analysis of 417 papers via a text-mining methodology. Through cluster analysis, we divided the literature on hotel marketing management into four clusters, namely, literature regarding marketing reviews and frameworks, marketing strategies, services, and customers. These results pointed to some potential directions for future research in each cluster. This research can benefit researchers studying the current topics in the hotel marketing management field and help them recognize potential research areas. Additionally, it enables hoteliers to understand the benefits and processes of hotel marketing and defines the key elements of implementing a successful marketing campaign.

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Section: Theoretical Contributionsmentioning

confidence: 99%

Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining

Horng

Liu²,

Chou

et al. 2022

Sustainability

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show abstract

“…In recent years, with the continuous intensification of market competition, all types of tourist attractions have increased their advertising efforts, and advertising costs are also increasing year by year [6]. However, a lot of scenic spot enterprises' large investment in marketing has not brought high profits, and the large investment in marketing costs has not produced significant marketing effects [7].…”

Section: Introductionmentioning

confidence: 99%

Application of Internet big data analysis technology based on deep learning in tourism marketing performance evaluation

Yin

2023

Preprint

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Marketing through the network is the basic marketing method in the information age. It has certain marketing value, and its position has gradually become stable. It has become the mainstream marketing method, especially praised by the tourism industry, which has injected fresh blood into this field. As the development of tourism market is dynamic, businesses will consider the needs of tourists when paying attention to its development process, so as to design performance evaluation criteria for tourism marketing. Under this research background, this paper has completed the Internet marketing performance evaluation system for the tourism market by introducing big data analysis technology and in-depth learning technology. This system can effectively evaluate the actual development of the tourism industry, and the system design comprehensively considers the 360-degree performance appraisal and balanced integral models. Based on the actual tourism data of a certain place, this study summarizes some additional evaluation indicators, thus improving the evaluation model and laying the foundation for the introduction of data and model construction process of AHP. According to the principle of maximum membership, the following experimental results can be obtained: due to the poor performance evaluation results of a scenic spot, its membership is the largest. It can be seen from this that the Internet marketing performance evaluation system for the tourism market has practical application value and can effectively analyze market performance. This paper improves the performance evaluation system by introducing in-depth learning and big data analysis technology into the tourism market performance analysis.

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The impact of corporate sustainability performance on advertising efficiency

2023

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Over the years several studies have reported a significant waste of advertising budget, a finding which calls for strategies to increase advertising efficiency. While some factors, such as brand extensions or an optimal marketing mix, have already been identified as relevant determinants of advertising efficiency, changes in consumer psychographics have so far been neglected. The current study fills this gap by investigating how the emerging awareness and demand for corporate sustainability serve as a contextual factor leveraging or hindering advertising efficiency. Furthermore, we investigate how advertising efficiency has changed across various industry sectors from 2010 to 2019. A two-step procedure was applied to analyze the secondary data of 1950 observations from 195 US firms in five industry sectors over a period of 10 years. The resulting time series of firm-specific multi-directional efficiency scores confirms that advertising efficiency varies over time, justifying the relevance of a dynamic perspective for analyzing advertising efficiency. Furthermore, in support of our main claim, the investigation of the relationship between advertising efficiency and the environmental, social and governance performance of firms over time using a time-fixed effects panel regression and a three-level hierarchical regression model confirm the significant impact of corporate sustainability performance on advertising efficiency. Interestingly, this effect varies among different industry sectors and not all corporate sustainability activities impact advertising efficiency to the same extent. The results not only emphasize the relevance of corporate sustainability performance in increasing advertising efficiency, but also guide marketers on strategic marketing decisions related to the allocation of advertising budget.

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

Cited by 5 publications

References 56 publications

Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining

Marketing Management in the Hotel Industry: A Systematic Literature Review by Using Text Mining

Application of Internet big data analysis technology based on deep learning in tourism marketing performance evaluation

The impact of corporate sustainability performance on advertising efficiency

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