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| Tekijä: | Michael, S. C. |
| Otsikko: | Do franchised chains advertise enough? |
| Lehti: | Journal of Retailing
1999 : WIN, VOL. 75:4, p. 461-478 |
| Asiasana: | Franchising Advertising research Readership surveys Hotel and catering industry |
| Kieli: | eng |
| Tiivistelmä: | This paper analyzes empirically advertising levels based upon the extent of franchising in restaurant chains and in hotel chains. Advertising falls with the level of franchising in both industries, controlling for size of chains and other variables. Implications for theory and marketing practice are discussed. |
SCIMA