Browse > Article
http://dx.doi.org/10.13106/jafeb.2020.vol7.no5.155

The Effect of Airline's Professional Models on Brand Loyalty: Focusing on Mediating Effect of Brand Attitude  

OH, Ah-Hyun (Jeju Air)
PARK, Hye-Yoon (Aviation Tourism Dept., Hanseo University)
Publication Information
The Journal of Asian Finance, Economics and Business / v.7, no.5, 2020 , pp. 155-166 More about this Journal
Abstract
This study investigates the importance of professional models in the promotion of the corporate brand attitude through differentiated marketing strategies in the saturated low-cost carrier (LCC) aviation market. The attributes of professional models affect brand attitude and brand loyalty. The study seeks to identify the factors affecting brand loyalty through the contribution of professional models. The empirical analysis is based on a questionnaire survey conducted online and off line over a seven-month period, from January to July 2019. Some 292 valid samples could be used. The study conducted a positive factor analysis using AMOS 18.0 and a reliability analysis using SPSS 18.0. Reliability of measurement tools was performed using Cronbach's alpha. The attributes of professional models relating to airline advertising include: reliability, attractiveness and expertise. These attributes are shown to have a significant impact on brand attitude and brand loyalty toward LCCs. The findings reveal that reliability and expertise have a significant influence on the brand attitude and the formation of brand loyalty. Professional models' attractiveness has no significant impact on brand attitudes and brand loyalty. The mediating effect of professional models' attributes on the relationship between brand attitude and brand loyalty also show a significant positive effect.
Keywords
Advertising; Professional Model Effect; Brand attitude; Brand Loyalty;
Citations & Related Records
Times Cited By KSCI : 21  (Citation Analysis)
연도 인용수 순위
1 Choi, N. H., Liu, H., & Li, Z., (2018). The Effects of Chinese Consumers’ Self-Construal and Advertising Type on Brand Attitude. East Asian Journal of Business Management, 8(3), 33-41.
2 Choi, N. H., Xu, H., & Teng, Z. (2018). Roles of Social Identity Verification in the Effects of Symbolic and Evaluation Relevance on Chinese Consumers’ Brand Attitude. East Asian Journal of Business Management, 8(4), 17-27.
3 De, W. J. G., & Zuidberg, J. (2012). The Growth Limits of the Low Cost Carrier model. Journal of Air Transport Management, 1(7), 17-23.
4 Ha, Y. S. (2018). Online Brand Community and Its Outcomes. Journal of Asian Finance, Economics and Business, 5(4), 107-116. http://doi.org/10.13106/jafeb.2018.vol5.no4.107   DOI
5 Hosoda, T., Fraser, J. R., Kim, M. S., & Cheon, H. S. (2018). Consumer Behavioral Systems to Approach or Avoid Generic Medicine (GM) Consumption in Japan. Journal of Asian Finance, Economics and Business, 5(2), 105-118. https://doi.org/10.13106/jafeb.2018.vol5.no2.105   DOI
6 Hwang, H. J., & Shin, S. H. (2012). Impact of a Brand Image Matching with the Advertising Model on Price Fairness Perceptions: Focus on Sports Advertising. Journal of Distribution Science, 10(3), 43-50.
7 Khoa, B. T. (2020). The Antecedents of Relationship Marketing and Customer Loyalty: A Case of the Designed Fashion Product. Journal of Asian Finance, Economics and Business, 7(2), 195-204. https://doi.org/10.13106/jafeb.2020.vol7.no2.195   DOI
8 Kim, D. H. (2016). The Effects of Airline Deregulation: A Comparative Analysis. The Journal of Business, Economics, and Environmental Studies, 6(3), 5-10.   DOI
9 Ngo, H. Q, Nguyen, T. Q., Long, N. T., Tran, T. V., & Hoang, T. M. (2019), Factors Affecting Brand and Student Decision Buying Fresh Milk: A Case Study in Ho Chi Minh City, Vietnam. Journal of Asian Finance, Economics and Business, 6(3), 247-258. https://doi.org/10.13106/jafeb.2019.vol6.no3.247   DOI
10 Nguyen, H. H., & Lien, T. T. (2019). Factors Influencing Family Business Decision for Borrowing Credit from Commercial Banks: Evidence in Tra Vinh Province, Viet Nam. Journal of Asian Finance, Economics and Business, 6(2), 119-122.   DOI
11 Oh, Y. J. (2019). Customer Purchasing Attitude towards Inter/Intra-industry Alliance Based on the Technological Level of Industries. Journal of Distribution Science, 17(7), 77-86.   DOI
12 Shin, C. S., Hwang, G. S., Lee, H. W., & Cho, S. R. (2015). The Impact of Korean Franchise Coffee Shop Service Quality and Atmosphere on Customer Satisfaction and Loyalty. The Journal of Business, Economics, and Environmental Studies, 5(4), 47-57.   DOI
13 Wolbring, T., & Riordan, P. (2016). How Beauty works. Theoretical Mechanisms and Two Empirical Applications on Students’ Evaluation of Teaching. Social Science Research, 57(1), 253-272.   DOI
14 Wu, X. W., & Kim, M. H. (2019). Multi-Mediation Effects of Personal Self-Congruity and Social Self-Congruity to Perceived Value and Brand Attitude on Chinese Airlines Customers. Journal of Distribution Science, 18(1), 35-45.   DOI
15 Kim, M. J., Oh, Y. Y., & Kim, K. S. (2011). An Influence of Distributor’s Corporate Image on Consumer Behavior Towards PB Products. Journal of Distribution Science, 9(4), 83-91.   DOI
16 Kim, D. H. (2018). The Effect of City Brand Image on City Brand Recognition and City Loyalty. Journal of Industrial Distribution & Business, 9(3), 69-79.   DOI
17 Kim, E. H. (2012), Research on Practical Shopping Value and Consumer Attitudes on PB Products According to Perceived Quality. Journal of Distribution Science, 10(10), 35-43.
18 Kim, E. H., Kim, E. H., & Kim, M. J. (2011). The Effect of Distributor Private Brand Product Type on Consumer Attitude. East Asian Journal of Business Management, 1(1), 13-20.
19 Yoo, C. J., & Cho, Y. C. (2019). Effects of Advertising Campaign on the Salesperson's Performance: Should a Multilevel Marketing Firm Advertise Its Brand to Customers? Journal of Industrial Distribution & Business, 10(6), 7-17.   DOI
20 Yang, H. C., & Ahn, H. K. (2013). Effects of Advertising depending upon Type of Advertising and Form of Advertising Model. Journal of Distribution Science, 11(11), 77-82.   DOI
21 Zarantonello, L., & Schmitt, B. H. (2010). Using the Brand Experience Scale to Profile Consumers and Predict Consumer Behaviour. Journal of Brand Management, 17(7), 532-540.   DOI
22 Lee, Y. G., & Choi, N. H. (2013). The Role of Consumers’ Attachment to Branded Goods and Attitude towards Renting. Journal of Distribution Science, 11(1), 7-14.   DOI
23 Kim, S. D., Kim, K. S., & Youn, M. K. (2012). A Study of the Effect of Model Characteristics on Purchasing intentions and Brand Attitudes. Journal of Distribution Science, 10(4), 47-53.   DOI
24 Lee, E. Y. (2013). The Influence of Consumers’ Perception and Attitude to Causes on Consumer Attitude toward a Causerelated Marketing Campaign. Journal of Distribution Science, 11(12), 63-69.   DOI
25 Lee, H. T. (2016). Dynamic Interactive Relationship among Advertising Cost and Customer Types of Social Network Game. Journal of Distribution Science, 14(4), 47-53.
26 Lord, K. R., & Putrevu, S. (2009). Informational and Transformational Responses to Celebrity Endorsements. Journal of Current Issues and Research in Advertising. 31(1), 1-13.
27 Becker, K., & Lee, J W. (2019). Organizational Usage of Social Media for Corporate Reputation Management. Journal of Asian Finance, Economics and Business, 6(1), 231-240. http://doi.org/10.13106/jafeb.2019.vol6.no1.231   DOI