|
|||||
|
|
Influence of Advertising on Brand Personality in The Airline Sector: The Case of Spain |
|
| Authors: | Amparo Cervera-Taulet Ma. Walesska Schlesinger María Jesús Yagüe-Guillen |
| Affiliation: | 1. Department of Marketing and Market Research , Faculty of Economics, at the University of Valencia in Valencia , Spain amparo.cervera@uv.es;3. Department of Marketing and Market Research , Faculty of Economics, at the University of Valencia in Valencia , Spain;4. Department of Finance and Commercial Research , Faculty of Economics and Management Science, at The Autonomous University of Madrid in Madrid , Spain |
| Abstract: | 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. |
| Keywords: | Brand personality (BP) communication advertising airlines partial least squares (PLS) |