Differentiated effect of advertising: Joint vs. separate consumption
Contribuinte(s) |
Universidad de Alicante. Departamento de Marketing Marketing |
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Data(s) |
11/12/2015
11/12/2015
01/04/2015
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Resumo |
In a context of intense competition, cooperative advertising between firms is critical. Accordingly, the objective of this article is to analyze the potential differentiated effect of advertising on two basic consumption patterns: individual products (i.e. hotel, restaurant) vs. bundle (i.e. hotel + restaurant). This research adds to the extant literature in that, for the first time, this potential differentiated effect is examined through a hierarchical modelling framework that reflects the way people make their decisions: first, they decide whether to visit or not a region; second, whether to purchase an advertised product in that region; and third, whether to buy products together or separately at the region. The empirical analysis, applied to a sample of 11,288 individuals, shows that the influence of advertising is positive for the decisions to visit and to purchase; however, when it comes to the joint or separate consumption, advertising has a differentiated effect: its impact is much greater on the joint alternative (“hotel + restaurant”) than the separate options (“hotel” and “restaurant”). Also, the variable distance moderates the advertising effect. |
Identificador |
Tourism Management. 2015, 47: 107-114. doi:10.1016/j.tourman.2014.09.018 0261-5177 (Print) 1879-3193 (Online) http://hdl.handle.net/10045/51994 10.1016/j.tourman.2014.09.018 |
Idioma(s) |
eng |
Publicador |
Elsevier |
Relação |
http://dx.doi.org/10.1016/j.tourman.2014.09.018 |
Direitos |
© 2014 Elsevier Ltd. info:eu-repo/semantics/openAccess |
Palavras-Chave | #Destination advertising #Cooperative advertising #Hierarchical decision making #Destination choice #Random coefficient logit model #Comercialización e Investigación de Mercados |
Tipo |
info:eu-repo/semantics/article |