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Brand Conviction and Brand Desirability in the Aviation Industry

Hui, Tung Hang LU and Hamasha, Farah LU (2018) MGTN59 20181
Department of Business Administration
Abstract
The Awareness-Interest-Conviction-Desire-Action (“AICDA”) model was studied by various marketing scholars in the past 80 years. However, the relationship between brand conviction and brand desirability in the aviation industry has not yet been proved empirically. Through the conduction of a preliminary questionnaire survey in Lund, Sweden (N = 288) and a main questionnaire survey in Hong Kong (N = 600), it is found that comfortable, on-time, cheap, reliable, and safe are the major convictional factors in the aviation industry. Also, these major convictional factors mentioned above are positively related to desirability of airline brands. Furthermore, comfortable has a stronger influence on desirability of airline brands, on-time, cheap,... (More)
The Awareness-Interest-Conviction-Desire-Action (“AICDA”) model was studied by various marketing scholars in the past 80 years. However, the relationship between brand conviction and brand desirability in the aviation industry has not yet been proved empirically. Through the conduction of a preliminary questionnaire survey in Lund, Sweden (N = 288) and a main questionnaire survey in Hong Kong (N = 600), it is found that comfortable, on-time, cheap, reliable, and safe are the major convictional factors in the aviation industry. Also, these major convictional factors mentioned above are positively related to desirability of airline brands. Furthermore, comfortable has a stronger influence on desirability of airline brands, on-time, cheap, and reliable have a moderate influence on desirability of airline brands, while safe has a weaker influence on desirability of airline brands. Apart from bridging the research gap of the AICDA model, this research is especially useful for improving the brand positioning strategies of airlines. (Less)
Please use this url to cite or link to this publication:
author
Hui, Tung Hang LU and Hamasha, Farah LU
supervisor
organization
course
MGTN59 20181
year
type
H1 - Master's Degree (One Year)
subject
keywords
brand conviction, brand desirability, brand positioning, airlines
language
English
id
8945624
date added to LUP
2018-06-25 16:02:11
date last changed
2018-06-25 16:02:11
@misc{8945624,
  abstract     = {{The Awareness-Interest-Conviction-Desire-Action (“AICDA”) model was studied by various marketing scholars in the past 80 years. However, the relationship between brand conviction and brand desirability in the aviation industry has not yet been proved empirically. Through the conduction of a preliminary questionnaire survey in Lund, Sweden (N = 288) and a main questionnaire survey in Hong Kong (N = 600), it is found that comfortable, on-time, cheap, reliable, and safe are the major convictional factors in the aviation industry. Also, these major convictional factors mentioned above are positively related to desirability of airline brands. Furthermore, comfortable has a stronger influence on desirability of airline brands, on-time, cheap, and reliable have a moderate influence on desirability of airline brands, while safe has a weaker influence on desirability of airline brands. Apart from bridging the research gap of the AICDA model, this research is especially useful for improving the brand positioning strategies of airlines.}},
  author       = {{Hui, Tung Hang and Hamasha, Farah}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Brand Conviction and Brand Desirability in the Aviation Industry}},
  year         = {{2018}},
}