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Stronger Together? Tourists’ Behavioral Responses to Joint Brand Advertising
Journal of Advertising ( IF 6.528 ) Pub Date : 2020-09-03 , DOI: 10.1080/00913367.2020.1809574
Ali Selcuk Can 1 , Yuksel Ekinci 1 , Giampaolo Viglia 1 , Dimitrios Buhalis 2
Affiliation  

Abstract

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.



中文翻译:

在一起更强?游客对联合品牌广告的行为反应

摘要

该研究基于协作理论,通过两个实验研究了联合品牌广告与单一品牌广告对游客行为反应的影响。研究1进行了现场实验,以研究联合品牌广告对游客实际信息搜索行为的影响。研究2使用实验室实验研究联合品牌广告对游客访问目的地的意图的影响,并测量这种关系是否受产品兴趣的影响。研究1表明,与单一品牌广告相比,联合品牌广告增加了游客的搜索行为。研究2显示,联合品牌广告可以激发产品兴趣,进而增加游客的访问意向。当目的地品牌与声誉较差的旅行中介品牌结成伙伴关系时,产品兴趣的中介作用就会消失。该研究为旅游广告领域的理论发展提供了启示,同时也为广告商确定了如何优化广告系列效果的最佳实践。

更新日期:2020-09-03
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