Park, Kwangmin; Jang, SooCheong (Shawn) - In: International Journal of Contemporary Hospitality Management 27 (2015) 7, pp. 1386-1408
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- and long-run advertising effects under...