Investigate the role of brand charm (Case Study: Sky Airways)

Subject Areas : Jounal of Marketing Management

Seyyed Alireza Mosavi ¹ ( Assistant Professor, Department of Business Management, Firozabad Branch, Islamic Azad University, Fars, Iran )

Received: 2019-02-23 Accepted : 2019-08-05 Published : 2018-07-23

Keywords: Social Benefits, Brand Interactions, Brand Charm, Prestige, Customer Brand Identity, Sky Fly Airlines,

Abstract :

The purpose of this research is to investigate the role of brand attraction in identifying a customer brand on aviation. The instrument for measuring data in this research is a standard questionnaire which has been analyzed using the LISREL software. In order to analyze the research data, a structural equation model has been used to confirm or reject the research hypotheses. The findings show that brand prestige, brand distinction and memorable experiences have a positive and significant effect on brand attractiveness. has it. The brand's charm and brand distinction have a positive and significant effect on brand identification. But, contrary to expectations, the brand's social benefits do not have a significant effect on the attractiveness and identity of the brand. Also, prestige and brand wisdom experiences do not have a significant effect on brand identification. In general, the results indicate that brand attractiveness is not just about building trust in aviation brand management, but also considering the importance of direct impact And its intermediary on customer identification is an important construct in understanding how customers are developing brand communication.

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