| By: |
Johnson, Catherine;
McLaughlin, James |
| Abstract: |
Brand confusion takes place when a person views an advertisement for a
particular brand as a communication about a different brand. This empirical
study was conducted in a sample of 134 men and women and based on 24 mass
tourism destination advertisements of 8 different Mediterranean countries.
Advertisements that were perceived as likeable and distinctive, and that were
not information-overloaded suffered less from brand confusion. Destination
brands with weak advertising support were found to be more vulnerable to brand
confusion. Consumers with higher levels of product category involvement and
higher levels of brand awareness and brand loyalty appear to confuse mass
tourism destination brands less frequently. |
| Keywords: |
mass tourism, destination promotion, advertising campaigns, brand confusion |
| JEL: |
L83 M3 |
| Date: |
2020–05–07 |
| URL: |
http://d.repec.org/n?u=RePEc:pra:mprapa:100706&r=all |