Differentiated effect of advertising: Joint vs. separate consumption

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dc.contributor.authorPark, Sangwonen
dc.contributor.authorNicolau, Juan Luisen
dc.date.accessioned2024-08-01T18:48:06Zen
dc.date.available2024-08-01T18:48:06Zen
dc.date.issued2015-04-01en
dc.description.abstractIn 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.en
dc.description.versionAccepted versionen
dc.format.extentPages 107-114en
dc.format.extent8 page(s)en
dc.format.mimetypeapplication/pdfen
dc.identifier.doihttps://doi.org/10.1016/j.tourman.2014.09.018en
dc.identifier.eissn1879-3193en
dc.identifier.issn0261-5177en
dc.identifier.orcidNicolau Gonzalbez, Juan [0000-0003-0048-2823]en
dc.identifier.urihttps://hdl.handle.net/10919/120822en
dc.identifier.volume47en
dc.language.isoenen
dc.publisherElsevieren
dc.relation.urihttp://gateway.webofknowledge.com/gateway/Gateway.cgi?GWVersion=2&SrcApp=PARTNER_APP&SrcAuth=LinksAMR&KeyUT=WOS:000346943500012&DestLinkType=FullRecord&DestApp=ALL_WOS&UsrCustomerID=930d57c9ac61a043676db62af60056c1en
dc.rightsCreative Commons Attribution 4.0 Internationalen
dc.rights.urihttp://creativecommons.org/licenses/by/4.0/en
dc.subjectDestination advertisingen
dc.subjectCooperative advertisingen
dc.subjectHierarchical decision makingen
dc.subjectDestination choiceen
dc.subjectRandom coefficient logit modelen
dc.titleDifferentiated effect of advertising: Joint vs. separate consumptionen
dc.title.serialTourism Managementen
dc.typeArticle - Refereeden
dc.type.dcmitypeTexten
dc.type.otherArticleen
dcterms.dateAccepted2014-09-20en
pubs.organisational-group/Virginia Techen
pubs.organisational-group/Virginia Tech/Pamplin College of Businessen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/Hospitality and Tourism Managementen
pubs.organisational-group/Virginia Tech/All T&R Facultyen
pubs.organisational-group/Virginia Tech/Pamplin College of Business/PCOB T&R Facultyen

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