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Network position and tourism firms' co-branding practice

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  • Aarstad, Jarle
  • Ness, Håvard
  • Haugland, Sven A.

Abstract

The branding of tourism destinations has received increased attention, with scholars typically focusing at the regional level or on the customer demand side. This study takes the firm as its level of analysis and explores whether interfirm network position is related to the use of the destination brand as an explicit marketing strategy. Firms' use of the destination brand can be described as a co-branding strategy. We apply an unusual combination of survey and social network data across several tourism destinations. The results show that firms with interfirm ties to other central firms in the extended network (closeness centrality) co-brand with the destination brand, but we do not find a similar effect for firms with ties in the local network (degree centrality). The use of instrumental variables indicates that closeness centrality is a cause, and not an effect, of co-branding.

Suggested Citation

  • Aarstad, Jarle & Ness, Håvard & Haugland, Sven A., 2015. "Network position and tourism firms' co-branding practice," Journal of Business Research, Elsevier, vol. 68(8), pages 1667-1677.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:8:p:1667-1677
    DOI: 10.1016/j.jbusres.2015.03.025
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    Cited by:

    1. Zach, Florian J. & Hill, T.L., 2017. "Network, knowledge and relationship impacts on innovation in tourism destinations," Tourism Management, Elsevier, vol. 62(C), pages 196-207.
    2. Pan, Wenhui & Zhao, Pengwei & Qin, Chunxiu & Ding, Xianfeng, 2020. "How do new members affect the relationship between principal investigator’s network position and academic output of granted funds?," Evaluation and Program Planning, Elsevier, vol. 78(C).
    3. Zhang, Yi & Wu, Mengjia & Miao, Wen & Huang, Lu & Lu, Jie, 2021. "Bi-layer network analytics: A methodology for characterizing emerging general-purpose technologies," Journal of Informetrics, Elsevier, vol. 15(4).
    4. Haifeng Wang & Longwei Tian & Yuan Li, 2019. "A tale of two cultures: Social networks and competitive advantage," Asia Pacific Journal of Management, Springer, vol. 36(2), pages 321-347, June.
    5. Liu, Bing & Huang, Songshan (Sam) & Fu, Hui, 2017. "An application of network analysis on tourist attractions: The case of Xinjiang, China," Tourism Management, Elsevier, vol. 58(C), pages 132-141.

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