Skip to main content

Stronger Together? Tourists’ Behavioral Responses to Joint Brand Advertising.

Can, A.S., Ekinci, Y., Viglia, G. and Buhalis, D., 2020. Stronger Together? Tourists’ Behavioral Responses to Joint Brand Advertising. Journal of Advertising. (In Press)

Full text available as:

[img] PDF
JoA 3Aug20 Manuscript FINAL .pdf - Accepted Version
Restricted to Repository staff only until 3 March 2022.
Available under License Creative Commons Attribution Non-commercial.

2MB

DOI: 10.1080/00913367.2020.1809574

Abstract

© Copyright © 2020, American Academy of Advertising. Drawing on collaboration theory, this research investigates the effect of joint versus single brand advertising on tourists’ behavioral responses with two experiments. Study 1 employs a field experiment to examine the effect of joint brand advertising on tourists’ actual information search behavior. Study 2 uses a laboratory experiment to investigate the effect of joint brand advertising on tourists’ intention to visit a destination and measures whether this relationship is mediated by product interest. Study 1 suggests that, compared to single brand advertising, joint brand advertising increases tourists’ search behavior. Study 2 shows that joint brand advertising stimulates product interest, which in turn increases tourists’ intention to visit. The mediating role of product interest disappears when a destination brand forms a partnership with a lesser-reputed travel intermediary brand. The research provides implications for theory development in the area of tourism advertising, while also identifying best practices for advertisers on how to optimize the effectiveness of their campaigns.

Item Type:Article
ISSN:0091-3367
Group:Bournemouth University Business School
ID Code:34555
Deposited By: Unnamed user with email symplectic@symplectic
Deposited On:16 Sep 2020 15:01
Last Modified:16 Sep 2020 15:01

Downloads

Downloads per month over past year

More statistics for this item...
Repository Staff Only -