Brand strategy scope and advertising spending : the more the better?
Year of publication: |
2021
|
---|---|
Authors: | Sellers Rubio, Ricardo ; Calderón-Martínez, Aurora |
Published in: |
Tourism economics : the business and finance of tourism and recreation. - London : Sage Publishing, ISSN 2044-0375, ZDB-ID 2026139-1. - Vol. 27.2021, 1, p. 70-85
|
Subject: | advertising efficiency | brands | hotels | Internet | Markenführung | Brand management | Werbung | Advertising | Hotellerie | Hotel industry | Werbewirkung | Advertising effects | Online-Marketing | Internet marketing |
-
What you get is not what you saw : exploring the impacts of misleading hotel website photos
Kuo, Pei-Jou, (2015)
-
Measuring the advertising efficiency of the top US sports advertisers
Brown, Natalie, (2013)
-
Anthropomorphism and its implications for advertising hotel brands
Lee, Seonjeong, (2021)
- More ...
-
Strategic group influence on entry mode choices in foreign markets
Más Ruiz, Francisco José, (2018)
-
Commercial and philanthropic sponsorship: Direct and interaction effects on company performance
Calderón-Martínez, Aurora, (2005)
-
The influence of size on winery performance: Evidence from Italy
Sellers Rubio, Ricardo, (2016)
- More ...