Contribution of individual to collective brands

Traditionally, literature estimates the equity of a brand or its extension but it pays little attention to collective brand equity even though collective branding is increasingly used to differentiate the homogenous products of different firms or organizations. We propose an approach that estimates the incremental effect of individual brands (or the contribution of individual brands) on collective brand equity through the various stages of a consumer hierarchical buying choice process in which decisions are nested: “whether to buy”, “what collective brand to buy” and “what individual brand to buy”. This proposal follows the approach of the Random Utility Theory, and it is theoretically argued through the Associative Networks Theory and the cybernetic model of decision making. The empirical analysis carried out in the area of collective brands in Spanish tourism finds a three-stage hierarchical sequence, and estimates the contribution of individual brands to the equity of the collective brands of “Sun, Sea and Sand” and of “World Heritage Cities”.

Detecting Free Riders in Collective Brands through a Hierarchical Choice Process

Free-riding behaviors exist in tourism and they should be analyzed from a comprehensive perspective; while the literature has mainly focused on free riders operating in a destination, the destinations themselves might also free ride when they are under the umbrella of a collective brand. The objective of this article is to detect potential free-riding destinations by estimating the contribution of the different individual destinations to their collective brands, from the point of view of consumer perception. We argue that these individual contributions can be better understood by reflecting the various stages that tourists follow to reach their final decision. A hierarchical choice process is proposed in which the following choices are nested (not independent): “whether to buy,” “what collective brand to buy,” and “what individual brand to buy.” A Mixed Logit model confirms this sequence, which permits estimation of individual contributions and detection of free riders.

Reuse of Spanish civil war air-raid shelters in Alicante: the R46 Balmis and R31 Seneca shelter

More than a hundred public air-raid shelters were constructed beneath Alicante during the Spanish Civil war. Their architectural uniqueness and humanitarian purpose render these shelters a tangible testament to our recent history. The Alicante Municipal Archives hold reports written by technicians who inspected the shelters in the 1940s, which were subsequently included in the Special Plan for public shelters in 1953. Half a century later, in 2003, information on the air-raid shelters was included in another Special Plan aimed at protecting Alicante’s archaeological heritage. Thanks to the work of the Municipal Heritage Conservation unit (COPHIAM) and the Special Protection Plan for Urban Archaeology (PEPA), the exact or approximate locations were identified for almost 90% of the shelters known to have existed. This paper describes interventions in two of these architectural spaces using advanced museology techniques. The first concerns air-raid shelter R46, located in the Plaza del Dr. Balmis in the city centre. This was built in 1938, and is rectangular with two entrances. The second is air-raid shelter R31, located in the Plaza Séneca.