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http://dx.doi.org/10.5392/JKCA.2021.21.08.442

Evaluating and Categorizing Brand Assets of Full-Service Carriers and Low-Cost Carriers  

Jeong, Seung-Hwa (강남대학교 한영문화콘텐츠학과)
Publication Information
The Journal of the Korea Contents Association / v.21, no.8, 2021 , pp. 442-454 More about this Journal
Abstract
Many domestic and international airlines that experienced dramatic recession due to COVID-19 pandemic are carefully being ready to normalise operations as a number of governments has begun to vaccinate for COVID-19. So with the same market share from domestic to short distant international services, the competition between Full Service Carriers (FSC) and low cost carriers (LCC) is anticipated to be more intensive. To explore the concepts such as the perception, value, attitude and faith of the object, this study implements Q methodology proposed to complement the limitations of quantitative and qualitative research methodology. As a result, the consumers of airlines' brand are divided into three types - the type of utility seeking, value-oriented and task-related. Using Q samples which consist of 25 statements, this study specifically approached the traits of each type by observing the subjectivity with the comparative P sample group that is made up for 20 participants. By discovering the type of FSC and LCC's brand asset and comparing the recognition of consumers, not only does this study evoke the need for a strategic direction of the effective management of Airlines' Brand asset but also have a signification in the way that especially provide hypotheses for follow up studies.
Keywords
Airline Brand Asset; Q methodology; Brand Loyalty; Consumer Perception; Airline Type(FSC,LCC);
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