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

A. George Assaf, Alexander Josiassen, Jin Sun Ahn and Anna S. Mattila
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A. George Assaf: University of Massachusetts-Amherst, USA
Alexander Josiassen: Copenhagen Business School, Denmark; RMIT University, Australia
Jin Sun Ahn: University of Massachusetts-Amherst, USA
Anna S. Mattila: The Pennsylvania State University, USA

Tourism Economics, 2017, vol. 23, issue 7, 1484-1495

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.

Keywords: Advertising spending; firm performance; CSR; Hotels; Restaurants (search for similar items in EconPapers)
Date: 2017
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Citations: View citations in EconPapers (10)

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Persistent link: https://EconPapers.repec.org/RePEc:sae:toueco:v:23:y:2017:i:7:p:1484-1495

DOI: 10.1177/1354816617704739

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