Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective
International Journal of Organizational Analysis
ISSN: 1934-8835
Article publication date: 14 February 2022
Issue publication date: 7 November 2023
Abstract
Purpose
This study aims to examine the roles of advertising (ADV) and sales promotion (SP) in creating airline brand equity (BE) in the UAE, and to test the mediational effect of customer perceived value on the proposed relationships. Additionally, the study examines the outcomes of airline BE (i.e. trust, satisfaction and loyalty).
Design/methodology/approach
A structured and self-administered survey was used targeting 234 passengers, from which 197 were valid for the analysis. Exploratory and confirmatory factor analyses were used to assess the research constructs unidimensionality, validity and composite reliability.
Findings
The empirical findings support the direct relationship between ADV and BE. Perceived value fully mediates the effect of SP on BE. In addition, BE positively affects trust, satisfaction and loyalty.
Research limitations/implications
Future research could investigate BE and perceived value as multidimensional constructs. Additionally, future research should expand the effect of other variables such as airline type, airline class and other marketing mix elements.
Practical implications
The findings from this research highlight the importance of both ADV and sale promotion in enhancing airline BE, and the pivotal role of perceived value.
Originality/value
The originality of this research is highlighted in conceptualizing a parsimonious model of the preceding constructs (i.e. ADV, SP, customer perceived quality) and subsequent constructs of BE (i.e. customer trust, customer satisfaction, customer loyalty), which has never been investigated collectively in one model in the literature particularly in the airline’ context of emerging economies such as UAE.
Keywords
Acknowledgements
Avoid identifying any of the authors prior to peer review.
Declaration of interest statement: The authors declare no conflicting interests.
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Citation
Mahadin, B.K., Abu Elsamen, A. and El-Adly, M.I. (2023), "Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective", International Journal of Organizational Analysis, Vol. 31 No. 6, pp. 2031-2058. https://doi.org/10.1108/IJOA-07-2021-2868
Publisher
:Emerald Publishing Limited
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