“…R&D expenditures is a proxy for intellectual property (Cohen, 2005); advertising expenditures is a proxy for brand equity (Koh et al, 2009;Rao, Agarwal, & Dahlhoff, 2004); and relational capital, including customer retention, customer satisfaction, suppliers quality and reliability, and stakeholder relationship (Chu, Hsiung, Huang, & Yang, 2008). Because hospitality firms do not spend much on R&D (only 5 out of 94 firms), this study uses the sum of advertising expenditure and R&D expenditure to examine whether these significantly impact the value of q, in other words, whether or not this variable creates intangible value.…”