Country-of-Origin and Airline Brand Effects: A Study of Brand Associations

被引：1
|
作者：
Kefallonitis, Efstathios G. [1 ]
机构：
[1] SUNY Coll Oswego, Sch Business, Oswego, NY 13126 USA
来源：
STRATEGIC INNOVATIVE MARKETING | 2017年
关键词：
Airline brand experience; Brand associations; Consumer perception; Sensory characteristics; EQUITY; EMPLOYEE;
D O I：
10.1007/978-3-319-33865-1_92
中图分类号：
F [经济];
学科分类号：
02 ;
摘要：
This study examines linkages between country-of-origin brand (country brand) and operator brand using examples in the airline industry. A review of literature examines brand associations that may be (a) shared among the country brand and an airline or (b) are unique to an airline. The importance of both shared and unique association is highlighted. The level of engagement that these associations generate in the consumer audience is exemplified.
引用
收藏
页码：747 / 752
页数：6
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