Browsing SHA Articles and Chapters by Subject "impact studies"
Now showing items 1-2 of 2
(1995-08-01)This review of 24 impact studies of proposed lodging franchises indicates two general problems. First, impact studies are performed as part of a policy framework that embodies a reactionary approach to assessment of the ...
When Companies Don’t Make the Ad: A Multi-Method Inquiry into the Differential Effectiveness of Consumer-Generated Advertising (2013-02-07)This four-part multi-method investigation into the under-researched yet increasingly prevalent phenomenon of consumer-generated advertising (CGA) confirms a performance advantage over traditional advertising and suggests ...