Joint brand advertising for emerging heritage sites

Ali Selcuk Can; Yuksel Ekinci; Giovanni Pino

doi:10.1016/j.annals.2021.103294

Joint brand advertising for emerging heritage sites

Ali Selcuk Can^*, Yuksel Ekinci, Giovanni Pino

^*Corresponding author for this work

University of Chieti-Pescara

Research output: Contribution to journal › Article › peer-review

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Abstract

Destination marketers promote emerging heritage sites using advertisements that feature either one or more than one brand. However, it is unclear which type of advertisement is more effective. This research addresses this topic through three experimental studies. Study 1a and Study1b, respectively, demonstrate that, compared to single brand advertisements, joint brand advertisements with highly familiar national tourist brands exert a stronger favourable influence on tourists' behavioural intentions towards emerging heritage sites and advertising click through rate. Study 2 demonstrates that such an effect occurs via an increase in the emerging heritage site brand's credibility. Marketers could, therefore, resort to joint brand advertisements with familiar brands to effectively promote emerging heritage sites.

Original language	English
Article number	103294
Number of pages	16
Journal	Annals of Tourism Research
Volume	91
Early online date	19 Aug 2021
DOIs	https://doi.org/10.1016/j.annals.2021.103294
Publication status	Published - 1 Nov 2021

Keywords

Behavioural intentions
Brand credibility
Brand familiarity
Click through behaviour
Emerging heritage site
Joint brand advertising

Access to Document

10.1016/j.annals.2021.103294

Can Ekinci PinoAccepted author manuscript (Post-print), 655 KBLicence: CC BY-NC-ND

Dataset for 'Joint brand advertising for emerging heritage sites'.
Can, S. (Creator), University of Portsmouth, 21 Oct 2021
DOI: 10.17029/e439879c-768d-493e-ae3e-b3824109145a
Dataset

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Empirical support for the common practise of joint brand advertising in tourism.
Selcuk Can & Yuksel Ekinci
2/11/21
1 item of Media coverage
Press/Media: Research cited

Cite this

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title = "Joint brand advertising for emerging heritage sites",

abstract = "Destination marketers promote emerging heritage sites using advertisements that feature either one or more than one brand. However, it is unclear which type of advertisement is more effective. This research addresses this topic through three experimental studies. Study 1a and Study1b, respectively, demonstrate that, compared to single brand advertisements, joint brand advertisements with highly familiar national tourist brands exert a stronger favourable influence on tourists' behavioural intentions towards emerging heritage sites and advertising click through rate. Study 2 demonstrates that such an effect occurs via an increase in the emerging heritage site brand's credibility. Marketers could, therefore, resort to joint brand advertisements with familiar brands to effectively promote emerging heritage sites.",

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AU - Pino, Giovanni

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N2 - Destination marketers promote emerging heritage sites using advertisements that feature either one or more than one brand. However, it is unclear which type of advertisement is more effective. This research addresses this topic through three experimental studies. Study 1a and Study1b, respectively, demonstrate that, compared to single brand advertisements, joint brand advertisements with highly familiar national tourist brands exert a stronger favourable influence on tourists' behavioural intentions towards emerging heritage sites and advertising click through rate. Study 2 demonstrates that such an effect occurs via an increase in the emerging heritage site brand's credibility. Marketers could, therefore, resort to joint brand advertisements with familiar brands to effectively promote emerging heritage sites.

AB - Destination marketers promote emerging heritage sites using advertisements that feature either one or more than one brand. However, it is unclear which type of advertisement is more effective. This research addresses this topic through three experimental studies. Study 1a and Study1b, respectively, demonstrate that, compared to single brand advertisements, joint brand advertisements with highly familiar national tourist brands exert a stronger favourable influence on tourists' behavioural intentions towards emerging heritage sites and advertising click through rate. Study 2 demonstrates that such an effect occurs via an increase in the emerging heritage site brand's credibility. Marketers could, therefore, resort to joint brand advertisements with familiar brands to effectively promote emerging heritage sites.

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KW - Brand familiarity

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Joint brand advertising for emerging heritage sites

Abstract

Keywords

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Dataset for 'Joint brand advertising for emerging heritage sites'.

Press/Media

Empirical support for the common practise of joint brand advertising in tourism.

Cite this