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Differentiated Effect of Advertising: Joint vs Separate Consumption

Park, S and Nicolau, JL (2015) Differentiated Effect of Advertising: Joint vs Separate Consumption Tourism Management, 47. pp. 107-114.

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In a context of intense competition, cooperative advertising between firms is critical. Accordingly, the objective of this article is to analyse 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.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > School of Hospitality and Tourism Management
Authors :
Park, S
Nicolau, JL
Date : April 2015
DOI : 10.1016/j.tourman.2014.09.018
Contributors :
ContributionNameEmailORCID, C
Additional Information : NOTICE: this is the author’s version of a work that was accepted for publication in Tourism Management. Changes resulting from the publishing process, such as peer review, editing, corrections, structural formatting, and other quality control mechanisms may not be reflected in this document. Changes may have been made to this work since it was submitted for publication. A definitive version was subsequently published in Tourism Management, 47, April 2015, DOI 10.1016/j.tourman.2014.09.018.
Depositing User : Symplectic Elements
Date Deposited : 05 Nov 2014 10:27
Last Modified : 31 Oct 2017 17:04

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