Brand strategy scope and advertising spending: The more the better?
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http://hdl.handle.net/10045/112528
Títol: | Brand strategy scope and advertising spending: The more the better? |
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Autors: | Sellers Rubio, Ricardo | Calderón-Martínez, Aurora |
Grups d'investigació o GITE: | Marketing | Investigación en Marketing | Grupo de Investigación de la Marca Corporativa (UA.BRANDSCIENCE) |
Centre, Departament o Servei: | Universidad de Alicante. Departamento de Marketing |
Paraules clau: | Advertising efficiency | Brands | Internet | Hotels |
Àrees de coneixement: | Comercialización e Investigación de Mercados |
Data de publicació: | 1-de febrer-2021 |
Editor: | SAGE Publications |
Citació bibliogràfica: | Tourism Economics. 2021, 27(1): 70-85. https://doi.org/10.1177/1354816619882135 |
Resum: | 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. |
Patrocinadors: | This work was partially supported by the Spanish Ministry of Science, Innovation and Universities under research project INTETUR (RTI2018-099467-B-I00). |
URI: | http://hdl.handle.net/10045/112528 |
ISSN: | 1354-8166 (Print) | 2044-0375 (Online) |
DOI: | 10.1177/1354816619882135 |
Idioma: | eng |
Tipus: | info:eu-repo/semantics/article |
Drets: | © The Author(s) 2019 |
Revisió científica: | si |
Versió de l'editor: | https://doi.org/10.1177/1354816619882135 |
Apareix a la col·lecció: | INV - MKT - Artículos de Revistas INV - UA.BRANDSCIENCE - Artículos de Revistas INV - Investigación en Marketing - Artículos de Revistas |
Arxius per aquest ítem:
Arxiu | Descripció | Tamany | Format | |
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Sellers_Calderon_2021_TourEcon_final.pdf | Versión final (acceso restringido) | 189,62 kB | Adobe PDF | Obrir Sol·licitar una còpia |
Sellers_Calderon_2021_TourEcon_preprint.pdf | Preprint (acceso abierto) | 240,87 kB | Adobe PDF | Obrir Vista prèvia |
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