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Stronger together? Tourists’ behavioral responses to joint brand advertising

Research output: Contribution to journalArticle

Drawing on collaboration theory, we investigate the effect of joint vs. 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 the tourist’s 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, whilst also identifying best practices for advertisers on how to optimize the effectiveness of their campaigns.
Original languageEnglish
Pages (from-to)1-15
JournalJournal of Advertising
Early online date3 Sep 2020
Publication statusEarly online - 3 Sep 2020


  • EKINCI_2020_cright_Stronger Together - Tourists’ Behavioral Responses to Joint Brand Advertising

    Rights statement: This is an Accepted Manuscript of an article published by Taylor & Francis in the Journal of Advertising on 03.09.2020, available online:

    Accepted author manuscript (Post-print), 829 KB, PDF document

    Due to publisher’s copyright restrictions, this document is not freely available to download from this website until: 3/03/22

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