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http://dx.doi.org/10.5392/JKCA.2015.15.08.119

The Role of Color Identity on Building Airlines's Brand Image  

Yoon, Moon-Sun (경기대학교 서비스경영전문대학원)
Yang, Guen-Ae (경기대학교 서비스경영전문대학원)
Jin, Chang-Hyun (경기대학교 경영학과)
Publication Information
The Journal of the Korea Contents Association / v.15, no.8, 2015 , pp. 119-129 More about this Journal
Abstract
The purpose of this paper is to improve efficiency in establishing brand identity by researching the effect of local airlines' use of color identity on consumer's brand awareness. Case analysis on color image has first been implemented. And then an empirical study has been carried out in order to measure the effects of consumer's brand awareness based on color image and correlation of an airline company's image with its color image on formation of brand image. Airline's use of color identity, associated with color image, plays an important role in consumer's brand association. Also, the importance of color application will be raised identifying that it has a positive impact in establishing domestic airline's brand identity. This will contribute to the domestic airlines in emerging as global leaders with distinct brand identities and competitive edge. Furthermore, this study will suggest continuing research focusing on new aspects in sensuous consumption behavior given that existing researches on airline's brand have been limited to human services, system, and flight operation.
Keywords
Airlines; Color Identity; Brand Association; Brand Image;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
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