TY - JOUR
T1 - Marketing outlays
T2 - Important intangible assets in the hotel industry?
AU - Hua, Nan
AU - Denizci, Basak
AU - Mattila, Anna S.
AU - Upneja, Arun
N1 - Copyright:
Copyright 2019 Elsevier B.V., All rights reserved.
PY - 2008
Y1 - 2008
N2 - The purpose of this study is to examine the effect of marketing expenditures (outlays) on hotel firms' value. The authors argue that marketing expenditures are important intangible assets that are related to service innovation, customer satisfaction, customer loyalty, and organizational practices, which in urn influence future profitability and value of the firm. Findings suggest that marketing outlays constitute an important intangible asset in the hotel industry and that such expenses behave differently from other expenses; and more importantly, they are able to generate future benefits.
AB - The purpose of this study is to examine the effect of marketing expenditures (outlays) on hotel firms' value. The authors argue that marketing expenditures are important intangible assets that are related to service innovation, customer satisfaction, customer loyalty, and organizational practices, which in urn influence future profitability and value of the firm. Findings suggest that marketing outlays constitute an important intangible asset in the hotel industry and that such expenses behave differently from other expenses; and more importantly, they are able to generate future benefits.
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U2 - 10.1080/15280080802103110
DO - 10.1080/15280080802103110
M3 - Article
AN - SCOPUS:71449106409
SN - 1528-008X
VL - 8
SP - 61
EP - 76
JO - Journal of Quality Assurance in Hospitality and Tourism
JF - Journal of Quality Assurance in Hospitality and Tourism
IS - 4
ER -