Advertising spending, firm performance, and the moderating impact of CSR

Assaf, A, Josiassen, A, Ahn, J and Mattila, A 2017, 'Advertising spending, firm performance, and the moderating impact of CSR', Tourism Economics, vol. 23, no. 7, pp. 1484-1495.


Document type: Journal Article
Collection: Journal Articles

Title Advertising spending, firm performance, and the moderating impact of CSR
Author(s) Assaf, A
Josiassen, A
Ahn, J
Mattila, A
Year 2017
Journal name Tourism Economics
Volume number 23
Issue number 7
Start page 1484
End page 1495
Total pages 12
Publisher Sage Publications Ltd.
Abstract This article investigates the potential of corporate social responsibility (CSR) to influence the link between advertising spending and firm performance. Drawing upon the literature of CSR, we hypothesize that CSR positively moderates the relationship between advertising spending and firm performance. We focus on two types of firm performance: sales and firm value. Using two samples from both the hotel and restaurant industries, we found that firms with higher levels of CSR enjoy higher returns on advertising spending than firms with lower levels of CSR. We discuss the theoretical and managerial implications of these findings and provide direction for future research.
Subject Hospitality Management
Keyword(s) Advertising spending
CSR
firm performance
Hotels
Restaurants
DOI - identifier 10.1177/1354816617704739
Copyright notice The Author(s) 2017
ISSN 1354-8166
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