Joint brand advertising for emerging heritage sites
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...
Paper Details
Title
Joint brand advertising for emerging heritage sites
Published Date
Nov 1, 2021
Journal
Volume
91
Pages
103294 - 103294
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