Brand strategy scope and advertising spending: The more the better?
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http://hdl.handle.net/10045/112528
Title: | Brand strategy scope and advertising spending: The more the better? |
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Authors: | Sellers Rubio, Ricardo | Calderón-Martínez, Aurora |
Research Group/s: | Marketing | Investigación en Marketing | Grupo de Investigación de la Marca Corporativa (UA.BRANDSCIENCE) |
Center, Department or Service: | Universidad de Alicante. Departamento de Marketing |
Keywords: | Advertising efficiency | Brands | Internet | Hotels |
Knowledge Area: | Comercialización e Investigación de Mercados |
Issue Date: | 1-Feb-2021 |
Publisher: | SAGE Publications |
Citation: | Tourism Economics. 2021, 27(1): 70-85. https://doi.org/10.1177/1354816619882135 |
Abstract: | 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. |
Sponsor: | 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 |
Language: | eng |
Type: | info:eu-repo/semantics/article |
Rights: | © The Author(s) 2019 |
Peer Review: | si |
Publisher version: | https://doi.org/10.1177/1354816619882135 |
Appears in Collections: | INV - MKT - Artículos de Revistas INV - UA.BRANDSCIENCE - Artículos de Revistas INV - Investigación en Marketing - Artículos de Revistas |
Files in This Item:
File | Description | Size | Format | |
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Sellers_Calderon_2021_TourEcon_final.pdf | Versión final (acceso restringido) | 189,62 kB | Adobe PDF | Open Request a copy |
Sellers_Calderon_2021_TourEcon_preprint.pdf | Preprint (acceso abierto) | 240,87 kB | Adobe PDF | Open Preview |
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