The Impact of Brand Experience, Communication, and Attachment in Enhancing Brand Consciousness: A Conceptual Study of Airline Industry

Hassan Raza, Jati Kasuma Ali and Margaret Lucy Gregory
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Hassan Raza: N/A
Jati Kasuma Ali: N/A
Margaret Lucy Gregory: N/A

International Journal of Research and Innovation in Social Science, 2024, vol. 8, issue 12, 3780-3792

Abstract: This conceptual study investigates the relationships between brand experience, brand communication, brand attachment, brand knowledge, and brand consciousness within the airline industry. Drawing from recent literature, the study proposed a framework wherein brand knowledge mediates the effects of brand experience, communication, and attachment on brand consciousness. The theoretical model posits that positive brand experiences, effective communication strategies, and strong brand attachments significantly enhance consumers’ brand knowledge, which subsequently increases brand consciousness—a critical factor in consumer decision-making and brand loyalty. The proposed relationships were analyzed using a structural equation modeling approach, which demonstrated strong reliability, validity, and model fit indices, confirming the robustness of the conceptual framework. Findings suggest that brand knowledge serves as a vital mediator, channelling the influence of brand experiences and attachments into heightened consumer awareness and preference. The study contributes to brand management literature by offering insights on fostering brand consciousness through strategic experience, communication, and attachment initiatives, especially relevant for competitive and consumer-oriented sectors like aviation. Limitations are acknowledged, and future empirical studies are recommended to further validate and extend the framework in diverse industries.

Date: 2024
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