- 권한신청
- P-ISSN1738-3110
- E-ISSN2093-7717
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Marketing Strategies for Improving Customer Attitude Using Airline Advertising Model: Focusing on Corporate Image and Brand Loyalty
Marketing Strategies for Improving Customer Attitude Using Airline Advertising Model: Focusing on Corporate Image and Brand Loyalty
PARK, Hye-Yoon (Aviation Tourism Dept., Hanseo University)
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Abstract
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.
- keywords
- Marketing Strategies, Customer Attitude, Advertising, Brand Loyalty, Corporate Image
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