تاثیر تبلیغات بر عملکرد رستوران
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تاثیر تبلیغات بر عملکرد رستوران

عنوان فارسی مقاله: چقدر تبلیغات بر عملکرد رستوران مناسب است؟ یک رویکرد پویا و درجه دوم
عنوان انگلیسی مقاله: How well does advertising work on restaurant performance? A dynamic and quadratic approach
مجله/کنفرانس: مجله بین المللی مدیریت مهمان نوازی (هتلداری) – International Journal of Hospitality Management
رشته های تحصیلی مرتبط: مدیریت
گرایش های تحصیلی مرتبط: بازاریابی، مدیریت عملکرد
کلمات کلیدی فارسی: تبلیغات، تجزیه و تحلیل ارزش سهام، رابطه درجه دوم، رابطه پویا، یادگیری تطبیقی سازمانی، صنعت رستوران
کلمات کلیدی انگلیسی: Advertising، Stock valuation analysis، Quadratic relationship، Dynamic relationship، Organizational adaptive learning، Restaurant industry
نوع نگارش مقاله: مقاله پژوهشی (Research Article)
نمایه: Scopus – Master Journals List – JCR
شناسه دیجیتال (DOI): https://doi.org/10.1016/j.ijhm.2019.02.010
دانشگاه: Department of Apparel, Events, and Hospitality Management, Iowa State University, Ames, IA, 50011, United States
ناشر: الزویر - Elsevier
نوع ارائه مقاله: ژورنال
نوع مقاله: ISI
سال انتشار مقاله: 2019
ایمپکت فاکتور: 5.414 در سال 2018
شاخص H_index: 93 در سال 2019
شاخص SJR: 1.999 در سال 2018
شناسه ISSN: 0278-4319
شاخص Quartile (چارک): Q1 در سال 2018
فرمت مقاله انگلیسی: PDF
تعداد صفحات مقاله انگلیسی: 10
وضعیت ترجمه: ترجمه نشده است
قیمت مقاله انگلیسی: رایگان
آیا این مقاله بیس است: بله
آیا این مقاله مدل مفهومی دارد: دارد
آیا این مقاله پرسشنامه دارد: ندارد
آیا این مقاله متغیر دارد: دارد
کد محصول: E13580
رفرنس: دارای رفرنس در داخل متن و انتهای مقاله
فهرست انگلیسی مطالب

Abstract


1. Introduction


2. Literature review


3. Methodology


4. Results


5. Discussion


6. Implications


7. Conclusions and future study


References

نمونه متن انگلیسی مقاله

Abstract


This study investigated the dynamic and quadratic relationships between advertising and restaurant performance. For this investigation, three stage least squares estimation was adopted to analyze the advertising effects of 137 U.S. public restaurant firms from 1991 to 2016. Stock value, sales, and profitability were used as measures of restaurant performance. The findings showed the quadratic effect of advertising spending on all three performance measures, indicating that advertising effects change according to the level of firms’ advertising spending. The effect of sales and profitability on advertising spending was also significant, which supports their dynamic relationships in the restaurant context. Restaurant managers are advised to plan their advertising budget by taking into account their different performance goals and changing advertising effectiveness.


Introduction


Advertising has become greatly popular and even commonplace in the restaurant industry nowadays (Hyun et al., 2011). It has been widely recognized that advertising creates consumers’ product awareness and assists them in making informed purchase decisions; enhances consumer demands and improves profitability; and facilitates gaining competitive advantages over their rivals (Hsu and Jang, 2008; Park and Jang, 2012). Along with the increasing role and importance of advertising, the average spending on advertising per public restaurant firm has grown drastically from $12.2 million in 1991 to $48.1 million in 2016 (Computstat, 2017). According to AdvertisingAge (2015), the restaurant industry ranked fifth in advertising spending across all industries in the U.S. ($6,049 million), and the top restaurant advertisers include McDonald’s ($802 million), Starbucks ($445 million), and Taco Bell ($366 million). Despite the widespread prevalence of and enormous investment in advertising, few efforts have been devoted to investigating precisely the relationship between advertising and restaurant performance (Park and Jang, 2012). The primary approach of previous marketing and finance studies on this topic was to examine advertising effectiveness using accounting performance measures (e.g., sales and profitability) (Acar and Temiz, 2017; Cuaresma and Stoeckl, 2012; Kim et al., 2015; Tellis, 2009).

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