6533b835fe1ef96bd129fda5
RESEARCH PRODUCT
Influence of Advertising on Brand Personality in The Airline Sector: The Case of Spain
Amparo Cervera-tauletMa. Walesska SchlesingerMaría Jesús Yagüe-guillensubject
MarketingAir transportmedia_common.quotation_subjectAdvertisingConfirmatory factor analysisBrand imageTourism Leisure and Hospitality ManagementPartial least squares regressionPersonalityDimension (data warehouse)MarketingPsychologySophisticationmedia_commondescription
This article outlines the findings of a study employing a partial least squares (PLS) structural equation methodology to explore the relationship among advertising and brand personality (BP) dimension of a validated Aaker's model (1997) in the airline business. BP refers to the emotional side of brand image. It is created by all experiences of consumers with a brand. The model was validated using confirmatory factor analysis and the effect of advertising on BP has been tested using PLS. The findings suggest that advertising influences the formation of BP only in the sophistication dimension. These results invite managers in the airline companies sector to develop communication strategies to create a distinguishing and attractive BP that will help them connect with their consumers.
| year | journal | country | edition | language |
|---|---|---|---|---|
| 2013-07-01 | Journal of Travel & Tourism Marketing |