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

Material TypeArticleLanguageEnglish
TitleInfluence of Advertising on Brand Personality in The Airline Sector: The Case of Spain Author(S)Amparo Cervera-Taulet (Author)
Abstract  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. ...Paginationp 445-454
SubjectEconomicsDescriptorsTourism
Journal TitleJournal of Travel & Tourism Marketing  
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