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

Efstathios G. Kefallonitis ()
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Efstathios G. Kefallonitis: State University of New York

A chapter in Strategic Innovative Marketing, 2017, pp 747-752 from Springer

Abstract: Abstract 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.

Keywords: Airline brand experience; Brand associations; Consumer perception; Sensory characteristics (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-33865-1_92

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DOI: 10.1007/978-3-319-33865-1_92

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