Detecting Free Riders in Collective Brands through a Hierarchical Choice Process
Por favor, use este identificador para citar o enlazar este ítem:
http://hdl.handle.net/10045/57821
Título: | Detecting Free Riders in Collective Brands through a Hierarchical Choice Process |
---|---|
Autor/es: | Nicolau, Juan Luis | Mas-Ruiz, Francisco |
Grupo/s de investigación o GITE: | Marketing |
Centro, Departamento o Servicio: | Universidad de Alicante. Departamento de Marketing |
Palabras clave: | Collective brand | Umbrella brand | Free rider | Destination choice | Random coefficient multinomial logit |
Área/s de conocimiento: | Comercialización e Investigación de Mercados |
Fecha de publicación: | may-2015 |
Editor: | SAGE Publications |
Cita bibliográfica: | Journal of Travel Research. 2015, 54(3): 288-301. doi:10.1177/0047287513517419 |
Resumen: | Free-riding behaviors exist in tourism and they should be analyzed from a comprehensive perspective; while the literature has mainly focused on free riders operating in a destination, the destinations themselves might also free ride when they are under the umbrella of a collective brand. The objective of this article is to detect potential free-riding destinations by estimating the contribution of the different individual destinations to their collective brands, from the point of view of consumer perception. We argue that these individual contributions can be better understood by reflecting the various stages that tourists follow to reach their final decision. A hierarchical choice process is proposed in which the following choices are nested (not independent): “whether to buy,” “what collective brand to buy,” and “what individual brand to buy.” A Mixed Logit model confirms this sequence, which permits estimation of individual contributions and detection of free riders. |
URI: | http://hdl.handle.net/10045/57821 |
ISSN: | 0047-2875 (Print) | 1552-6763 (Online) |
DOI: | 10.1177/0047287513517419 |
Idioma: | eng |
Tipo: | info:eu-repo/semantics/article |
Derechos: | © The Author(s) 2014 |
Revisión científica: | si |
Versión del editor: | http://dx.doi.org/10.1177/0047287513517419 |
Aparece en las colecciones: | INV - MKT - Artículos de Revistas |
Archivos en este ítem:
Archivo | Descripción | Tamaño | Formato | |
---|---|---|---|---|
2015_Nicolau_Mas_JTravelRes_final.pdf | Versión final (acceso restringido) | 330,67 kB | Adobe PDF | Abrir Solicitar una copia |
2015_Nicolau_Mas_JTravelRes_preprint.pdf | Preprint (acceso abierto) | 237,58 kB | Adobe PDF | Abrir Vista previa |
Todos los documentos en RUA están protegidos por derechos de autor. Algunos derechos reservados.