12 pages., Online via UI e-subscription., The author compiled restaurant sales and unit count estimates for 155 restaurant chains during 1981 through 1998. Unit-level sales and advertising expenditures were calculated by averaging annual system-wide totals by the number of units in operation during the year. Findings supported hypotheses that national advertising does not provide a positive return to advertising for many chain units and a larger proportion of chains exhibit a positive return to advertising at the system level than at the unit level.
Russo, Carlo (author), Perito, Maria Angela (author), and Di Fonzo, Antonella (author)
Format:
Paper
Publication Date:
2011-08
Published:
International
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Box: 184 Document Number: D00246
Notes:
Paper presented at the European Association of Agricultural Economists 2011 Congress, Zurich, Switzerland, August 30-September 2, 2011. Via AgEcon Search. 12 pages.
