Examining the impact of joint brand advertising on perceived destination brand authenticity

Meeting visitors’ demand for authentic tourism experiences is challenging, but joint brand advertising can enhance the perceived authenticity of destination brands, making them more appealing and trustworthy. Drawing on signalling theory and using an experimental approach, this research examines the impact of joint (vs. single) brand advertising on the perceived authenticity of a destination brand and tourists’ behavioural intentions toward that destination. Additionally, the study explores whether tourists’ regulatory focus moderates these effects. A field experiment using the Google Display Network (n₁ = 663,704 impressions) and two online experiments (n₂ = 166, n₃ = 248) indicate that joint brand advertising featuring an authentic partner brand has a positive influence on the perceived authenticity of relatively less authentic brands and the associated behavioural intentions. Nevertheless, these positive effects dissipate when tourists exhibit a weak prevention orientation.