• 동아시아경상학회지
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• 제10권3호
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• pp.63-74
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• 2022

Purpose - The purpose of this study is to set up the elements of the airline marketing communication and find out the effect of each element on brand trust. It also aims to figure out how brand trust affects the customer's repurchase intention and WOM intention respectively, and whether repurchase intention has an influence on WOM intention. Eventually, this research intends to provide not only academic but practical application of the research by figuring out the marketing communication factors. Research design, data, and methodology - The survey for this study has been conducted for about 2 months, targeting those who have flown with either domestic or foreign airlines. The number of 249 surveys were distributed and the total number of specimens is 244. Data analysis methods were verifiable factor, discriminant, nomological, and structural equation model analysis. Result - Only advertisement, promotion and WOM have a positive effect on brand trust while publicity has no impact on brand trust. Brand trust was found to have a positive effect on repurchase intention. Also Brand trust also has a positive effect on WOM intention. Finally repurchase intention has a positive effect on WOM intention. Conclusion - There are insufficient existing studies of airline marketing communication which has the direct influence on brand trust. Therefore, the study provided the theoretical foundation of airline marketing communication elements that directly effect on airline brand trust.