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Joint brand advertising for emerging heritage sites

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  • Can, Ali Selcuk
  • Ekinci, Yuksel
  • Pino, Giovanni

Abstract

Destination marketers promote emerging heritage sites using advertisements that feature either one or more than one brand. However, it is unclear which type of advertisement is more effective. This research addresses this topic through three experimental studies. Study 1a and Study1b, respectively, demonstrate that, compared to single brand advertisements, joint brand advertisements with highly familiar national tourist brands exert a stronger favourable influence on tourists' behavioural intentions towards emerging heritage sites and advertising click through rate. Study 2 demonstrates that such an effect occurs via an increase in the emerging heritage site brand's credibility. Marketers could, therefore, resort to joint brand advertisements with familiar brands to effectively promote emerging heritage sites.

Suggested Citation

  • Can, Ali Selcuk & Ekinci, Yuksel & Pino, Giovanni, 2021. "Joint brand advertising for emerging heritage sites," Annals of Tourism Research, Elsevier, vol. 91(C).
    • Handle: RePEc:eee:anture:v:91:y:2021:i:c:s0160738321001729
    DOI: 10.1016/j.annals.2021.103294
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    Cited by:

    1. Japutra, Arnold & Septianto, Felix & Can, Ali Selcuk, 2022. "Feeling grateful versus happy? The effects of emotional appeals in advertisements on self-made products," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).
    2. Molinillo, Sebastian & Japutra, Arnold & Ekinci, Yuksel, 2022. "Building brand credibility: The role of involvement, identification, reputation and attachment," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    3. Guo, Wenshan & Luo, Qiangqiang, 2023. "Investigating the impact of intelligent personal assistants on the purchase intentions of Generation Z consumers: The moderating role of brand credibility," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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