The Effect of Airline’s Professional Models on Brand Loyalty: Focusing on Mediating Effect of Brand Attitude

• 발행기관: 한국유통과학회
• 저자명: Ah-Hyun OH Hye-Yoon PARK
• 간행물 정보: 『The Journal of Asian Finance, Economics and Business(JAFEB)』Vol. 7 No.5, 155~166쪽, 전체 12쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.05.30

영문 초록

This study investigates the importance of professional models in the promotion of the corporate brand attitude through differentiated marketing strategies in the saturated low-cost carrier (LCC) aviation market. The attributes of professional models affect brand attitude and brand loyalty. The study seeks to identify the factors affecting brand loyalty through the contribution of professional models. The empirical analysis is based on a questionnaire survey conducted online and off line over a seven-month period, from January to July 2019. Some 292 valid samples could be used. The study conducted a positive factor analysis using AMOS 18.0 and a reliability analysis using SPSS 18.0. Reliability of measurement tools was performed using Cronbach’s alpha. The attributes of professional models relating to airline advertising include: reliability, attractiveness and expertise. These attributes are shown to have a significant impact on brand attitude and brand loyalty toward LCCs. The findings reveal that reliability and expertise have a significant influence on the brand attitude and the formation of brand loyalty. Professional models’ attractiveness has no significant impact on brand attitudes and brand loyalty. The mediating effect of professional models’ attributes on the relationship between brand attitude and brand loyalty also show a significant positive effect.

목차

1. Introduction

2. Literature Review

3. Data and Research Methodology

4. Results

5. Conclusions

References

키워드

Advertising Professional Model Effect Brand attitude Brand Loyalty