عنوان انگلیسی مقاله:

The missing link in building customer brand identification: The role of brand attractiveness

ترجمه عنوان مقاله: حلقه مفقوده در ساخت و ساز شناسایی نام تجاری مشتری: نقش جذابیت نام تجاری

رشته: بازاریابی

سال انتشار: 2015

تعداد صفحات مقاله انگلیسی: 17 صفحه

منبع: International Paper

نوع فایل: pdf

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چکیده مقاله

The brand management literature has long acknowledged the strategic importance of managing brand identity. However, prior empirical research has largely ignored brand attractiveness in building such identity in the eyes of consumers. Focusing on the airline industry, this study investigates the role of brand attractiveness in fostering customer brand identification. The empirical testing of the conceptual model suggests that brand prestige, brand distinctiveness, and memorable brand experiences have a significant indirect effect on customer brand identification through brand attractiveness, while brand social benefits contributes directly to such identification. The results also challenge prior literature by providing strong support for including brand attractiveness in identification development. When brand attractiveness is incorporated in the model, the effects of brand prestige, brand distinctiveness, and memorable brand experiences became non-significant in predicting customer brand identification. The findings highlight the importance of projecting a brand identity that is attractive to target consumers in order to achieve customer brand identification.

Keywords: Customer brand identification, Brand identity, Brand attractiveness, Brand prestige, Brand distinctiveness, Brand social benefits, Brand management, Airline

مقدمه مقاله

The power of branding is well documented in tourism and hospitality, particularly in the airline industry, a sector that is highly competitive. According to the International Air Transport Association (IATA), about 1300 new airlines have been established in the last 40 years (Cederholm, 2014). While mergers of major U.S. airlines have reduced the number of key players from 11 in 2005 to just six in 2015, airlines based in the Persian Gulf are shaking up the North American market by offering high-quality service at lower prices. In 2014, Emirates, Qatar Airways, and Etihad Airways boosted its number of U.S. flights by 47%, and now serve 11 cities (McCartney, 2014). According to a recent branding report, the most valuable airline brand in 2014 was Emirates, with a brand value of US$6.6 billion, a 21 percent increase over 2013 (Brand Finance, 2015). Such brand proliferation, with new competitors evolving the traditional airline business model, suggests a stronger focus on the brand value proposition is needed for those airlines wanting to remain a viable entity.

 

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