Celebrity livery featured aircraft, the Moneki Neko (fortune cat) of airlines

Stephen W. Wang and Waros Ngamsiriudom

Journal of Air Transport Management, 2015, vol. 42, issue C, 110-117

Abstract: Aircraft livery is a painting scheme on the aircraft that allows an airline not only to differentiate its aircraft from those of others, but also to promote the perceived values of the airline. Besides being visually attractive, celebrity-themed aircraft liveries also become increasingly popular today because they can influence consumers' perceptions of airlines. This study uses the data collected from Taiwan international airport, ranked the world's top 15 heaviest passenger traffic, to investigate the influences of celebrity worship on the original Theory of Planned Behavior's constructs, and purchase intention. The results reveal significant positive relationships between celebrity and attitude, perceived behavioral control, and purchase intention. Finally, contributions and implications are discussed.

Keywords: Theory of planned behavior; Livery; Celebrity worship; Intention; Celebrity-themed aircraft (search for similar items in EconPapers)
Date: 2015
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:42:y:2015:i:c:p:110-117

DOI: 10.1016/j.jairtraman.2014.09.005

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