... reputation-boosting benefit of exaggerated advertising, honesty in advertising is preferable given its compatibility with competing eWOM distribution and long-term reputation benefits. Practical implications A preliminary tool is developed for hospitality businesses that aids the clearer interpretation...

...Shu-Chuan Chu; Tao Deng; Hong Cheng Purpose This study aims to provide an assessment of the existing literature on the role of social media advertising in hospitality, tourism and travel (HTT) as well as an agenda for future research. Design/methodology/approach Covering a 15-year time span...

...Seongseop (Sam) Kim; Kuo-Ching Wang; Wan-Ting Jhu; Yang (Young) Gao This paper is intended to examine the advertising effect of endorsers (celebrities, CEOs, experts, consumers and children) in the context of the airline industry. A factorial experiment was conducted to test the communication...

... with only text in engendering positive attitudinal and behavioral responses. This paper also found interaction effects between advertisement type and cause category on individuals’ responses (i.e. attitudes and behavioral intentions). The messaging strategies suggested by this research will allow...

... rights only Despite prior studies, little has been done to understand the advertising carry-over effect. The purpose of this study is to investigate the heterogeneous attributes of the carry-over effect by focusing on the differences between franchise and non-franchise firms. The data were...

...Kwangmin Park; SooCheong (Shawn) Jang Purpose – The purpose of this paper is to provide an understanding of the effects of advertising based on economic cycles. To comprehend advertising effects in the restaurant industry from an economic cycle perspective, this study investigated both short...

.... Therefore, to survive and thrive in a competitive environment, a firm must establish comparative advantages that produce better financial performance (Phillips, 1999), everything else being the same. Outperformance Financial Characteristics Advertising Business performance Financial performance...

... brand equity. Design/methodology/approach A comprehensive and extensive literature review helps develop a brand equity framework for the hotel industry. Findings Hotels often use advertising, referral marketing and services marketing to help guests acquire brand‐related information. Hotel guests...

... variable is institutional investor percentage and the independent variables are advertising expenditures, size, capital expenditures, proxy Q, debt ratio, price, share turnover and year. Findings The study found that institutional investors' holdings are positively related to advertising expenditures...

... management Public relations Advertising An organization needs a single clear corporate identity to secure its reputation in the eyes of internal and external stakeholders. This identity must reflect the ethos, aims and values of the organization and present a sense of individuality that can help...

... Advertising Communications Customer service Design Hotel and catering Marketing strategy HOTEL DESIGN: THE NEED TO DEVELOP A STRATEGIC APPROACH 15 H otel design can contribute much to marketing and to the service offered by hotels. Hotel Design: The Need to Develop a Strategic Approach Amanda West...

...Sally J. Messenger; Soo Mei Lin Focus is on the extent to which international hotel companies are attempting to standardise their advertising messages as they move towards serving a more internationally based market. The characteristics of advertising in the hotel industry are reviewed, together...

...Larry S. Lowe; Allen Kruger This study addressed the advertising practices and advertising themes of a random sample of 269 US motel operations. Motel advertising practices were advertising to sales ratios, agency use, media use,satisfaction with advertising, dominant advertising themes...