Do franchise systems advertise enough? U.S. restaurant expenditures and performance 1989 to 1998

Journal of Marketing Channels

Volumn 10, Issue 2, 2002, Pages 3-18

  Stassen, Robert E ^a   Mittelstaedt, Robert A ^b  

^a UNIVERSITY OF ARKANSAS   (United States)

^b UNIVERSITY OF NEBRASKA LINCOLN   (United States)

Author keywords

Advertising expenditures; Advertising royalties; Franchising; Restaurants

Indexed keywords

EID: 84984992725     PISSN: 1046669X     EISSN: 15407039     Source Type: Journal    
DOI: 10.1300/J049v10n02_02     Document Type: Article

References (19)

1. Aaker, David A. (1991), Managing Brand Equity. New York: Free Press.
2. Agrawal, Deepak, and Rajiv Lal (1995), “Contractual Arrangements in Franchising: An Empirical Investigation,” Journal of Marketing Research, 32 (May), 213-221.
3. Ad $ Summary (1989-1998), LNA/Media Watch, New York: Competitive Media Reporting.
4. Applebee’s International, Inc. Form 10-K, SEC file number: 000-17962 (03/27/2000).
5. Blattberg, Robert C., Richard Briesch, and Edward J. Fox (1995), “How Promotions Work,” Marketing Science, 14 (Fall), Part 2, G122-G132.
6. Bond’s Franchise Guide (1999), Oakland, CA: Source Book Publications.
7. Colley, Russell H. (1961), Defining Advertising Goals, New York: Association of National Advertisers, Inc.
8. Domino’s, Inc. Form 10-K. SEC file number: 333-74797 (03/30/2000)
9. Gedenk, Karen, and Scott A. Neslin (1999). “The Role of Retail Promotion in Determining Future Brand Loyalty: Its Effect on Purchase Event Feedback,” Journal of Retailing, 75 (Winter), 433-459.
10. Gibson, Richard (1997), “Burger Flip-Flop: Worried McDonald’s Plans Dramatic Shift and Big Price Cuts,” Wall Street Journal, February 26.
11. Kaul, Anil, and Dick R. Wittink (1995), “Empirical Generalizations about the Impact of Advertising on Price Sensitivity and Price,” Marketing Science, 14 (Fall), Part 2, G151-G160.
12. Lodish, Leonard M., Magid Abraham, Stuart Kalmenson, Jeanne Livelsberger, Beth Lubetkin, Bruce Richardson and Mary Ellen Stevens (1995), “How T.V. Advertising Works: A Meta-Analysis of 389 Real World Split Cable T.V. Advertising Experiments,” Journal of Marketing Research, 32 (May), 125-139.
13. Michael, Steven C. (1999), “Do Franchised Chains Advertise Enough?” Journal of Retailing, 75 (Winter), 461-478.
14. Papa John’s International, Inc. Form 10-K, SEC file number: 000-21660 (03/23/2000)
15. Restaurant Business (1997), “What to Buy? An Investor’s Guide,” November 1, 1997, 94-98.
16. Sen, Kabir C. (1995), “Advertising Fees in the Franchised Channel,” Journal of Marketing Channels, 4, Nos. 1-2, 83-101.
17. Sonic Corp. Form 10-K, SEC file number: 000-18859 (11/24/1999).
18. Stassen, Robert E., Robert A. Mittelstaedt, and Jeanne Olson (1998), “Comparing National Advertising Expenditures with Franchise System Advertising Funds,” Proceedings of the 12th Annual International Society of Franchising Conferences, Las Vegas, Nevada, March 1998.
19. Wendy’s International, Inc. Form 10-K, SEC file number: 001-08116 90 (3/31/2000).