Up in the air! Airline passenger?s brand experience and its impact on brand satisfaction mediated by brand love

被引：3
|
作者：
Pabla, Harleen [1 ]
Soch, Harmeen [1 ]
机构：
[1] IK Gujral Punjab Tech Univ, Dept Management & Hosp, Kapurthala 144603, Punjab, India
来源：
JOURNAL OF AIR TRANSPORT MANAGEMENT | 2023年 / 107卷
关键词：
Brand experience; Brand satisfaction; Brand love; Event marketing; Marketing communication; Aviation sector; ANTECEDENTS; MANAGEMENT; MODEL; COMMUNICATION; CONSTRUCTION; PERSPECTIVE; ENGAGEMENT; CREATION; OUTCOMES; CHOICE;
D O I：
10.1016/j.jairtraman.2022.102345
中图分类号：
U [交通运输];
学科分类号：
08 ; 0823 ;
摘要：
This study aims at comprehending the significance of brand experience in impacting brand satisfaction in the aviation sector. Grounded on the theory of experiential marketing, the current research aims to explain the phenomena by which brand experience can be created through marketing communication channels. This study also tests the role of brand love as a mediator on the relationship between brand experience and brand satisfaction, by analyzing 480 responses. This research concludes that brand love partially mediates the relationship between brand experience and brand satisfaction in the aviation sector. Airline managers need to focus their strategies on event marketing and marketing communication as they have a significant effect on brand experience. The findings will also help in understanding the different dimensions of brand experience.
引用
收藏
页数：11
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