... 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...

... is rooted in the symbolic communication model, in which symbolic values are transferred to the brand or product when an endorsement with specific attribute(s) is (are) used in an advertisement. In the first stage shown in the figure, a mixture of meanings directly connected to modern cultural icons...

... restaurant messages 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...

...Kwangmin Park; SooCheong (Shawn) Jang This study found that advertising had no effect on sales growth or brand equity in the long run for non-franchise firms and further confirmed that non-franchise firms incur agency costs. In contrast, the effect of advertising on sales growth and brand...

...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...

... financial performance. Outperformance Financial Characteristics Advertising Business performance Financial performance The US economy is largely characterized by uncertainty, featuring fluctuations of annual GDP growth and market returns over time (see Figure 1). Thanks to high...

... 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...

...). These aims and values should be presented in terms of visual and non‐visual symbols – for example, a logo, uniforms and advertisements for the former, and a common language, procedures, and training methods for the latter. Every organization's management should work from the assumption that its corporate...

... in the corporate identity. Other key channels are: (1) Its people and how they behave. (2) Its formal communications such as print and advertising. (3) Approach to design, including the design of its buildings and environment, the uniforms worn by its staff and, of course, its visual identity. ProductDesign...

...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...