Advertising and Firm Risk: A Study of the Restaurant Industry

Material TypeArticleLanguageEnglish
TitleAdvertising and Firm Risk: A Study of the Restaurant Industry Author(S)YongHee Kim (Author)
Abstract  Incorporating recent calls for understanding firm equity risk in relation to a firm's marketing efforts, this study examined the impacts of firm-level advertising spending on firm equity risk with publicly listed firms in the restaurant industry—a key hospitality industry. ...Paginationp 455-470
SubjectEconomicsDescriptorsTourism
Journal TitleJournal of Travel & Tourism Marketing  
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