Marketing Strategies for Improving Customer Attitude Using Airline Advertising Model: Focusing on Corporate Image and Brand Loyalty

• 발행기관: 한국유통과학회
• 저자명: Ah-Hyun OH Hye-Yoon PARK
• 간행물 정보: 『유통과학연구(JDS)』제18권 제4호, 13~26쪽, 전체 14쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2020.04.30

영문 초록

Purpose: In this study, we will explore how the attributes of the airline’s advertising model affect the corporate image and brand loyalty and the medium effect of the corporate image. Research design, data and methodology: Data collection for empirical analysis of this study was conducted online for about seven months from Jan. 2 to July 12, 2019, and was confirmed as part 292 of the final effective sample and used for demonstration analysis. Results: The property of the advertising model shown to have a significant impact in corporate image and brand loyalty. The property of the advertising, reliability and professionalism shown to have an impact in the social responsibility, but attractiveness is its responsibility and brand loyalty. Corporate images have been shown to play a meaningful role in the impact of advertising models on brand loyalty. Conclusions: The attributes of the airline s advertising model are divided into four categories, and reliability has the most influence on the image of a company and the formation of brand loyalty. The impact of the attributes of the advertising model on the relationship between corporate image and brand loyalty was investigated through an empirical analysis, and several implications were derived.

목차

1. Introduction

2. Literature Reviews

3. Data and Research Methodology

4. Results

5. Conclusions

키워드

Marketing Strategies Customer Attitude Advertising Brand Loyalty Corporate Image