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

Assaf, A. George, Josiassen, Alexander, Ahn, Jin Sun, and Mattila, Anna S. (2017) Advertising spending, firm performance, and the moderating impact of CSR. Tourism Economics, 23 (7). pp. 1484-1495.

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DOI: 10.1177/1354816617704739

View at Publisher Website: https://doi.org/10.1177/1354816617704739

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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.


Item ID:	73587
Item Type:	Article (Research - C1)
ISSN:	1354-8166
Keywords:	Advertising spending, CSR, firm performance, Hotels, Restaurants
Copyright Information:	© The Author(s) 2017. Accepted Author Manuscript: Reuse is restricted to non-commercial and no derivative uses.
Date Deposited:	15 Jun 2022 01:11
FoR Codes:	35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3506 Marketing > 350699 Marketing not elsewhere classified @ 100%
SEO Codes:	11 COMMERCIAL SERVICES AND TOURISM > 1199 Other commercial services and tourism > 119999 Other commercial services and tourism not elsewhere classified @ 100%
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