Brand Conviction and Brand Desirability in the Aviation Industry
(2018) MGTN59 20181Department 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:
http://lup.lub.lu.se/student-papers/record/8945624
- author
- Hui, Tung Hang LU and Hamasha, Farah LU
- supervisor
-
- Merle Jacob LU
- organization
- course
- MGTN59 20181
- year
- 2018
- 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}}, }