Influence of Advertising on Brand Personality in The Airline Sector: The Case of Spain

This article outlines the findings of a study employing a partial least squares (PLS) structural equation methodology to explore the relationship among advertising and brand personality (BP) dimension of a validated Aaker's model (1997) in the airline business. BP refers to the emotional side o...

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Bibliographic Details
Published in:Journal of travel & tourism marketing 2013-07, Vol.30 (5), p.445-454
Main Authors: Cervera-Taulet, Amparo, Schlesinger, Ma. Walesska, Yagüe-Guillen, María Jesús
Format: Article
Language:English
Subjects:
Advertising
Airline industry
airlines
Brand image
Brand personality (BP)
communication
Consumer behavior
Discriminant analysis
partial least squares (PLS)
Validation studies
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Summary:This article outlines the findings of a study employing a partial least squares (PLS) structural equation methodology to explore the relationship among advertising and brand personality (BP) dimension of a validated Aaker's model (1997) in the airline business. BP refers to the emotional side of brand image. It is created by all experiences of consumers with a brand. The model was validated using confirmatory factor analysis and the effect of advertising on BP has been tested using PLS. The findings suggest that advertising influences the formation of BP only in the sophistication dimension. These results invite managers in the airline companies sector to develop communication strategies to create a distinguishing and attractive BP that will help them connect with their consumers.
ISSN:1054-8408
1540-7306
DOI:10.1080/10548408.2013.803390