The Journal of Asian Finance, Economics and Business (JAFEB) 제7권 제5호 (p.155-166)

The Effect of Airline’s Professional Models on Brand Loyalty: Focusing on Mediating Effect of Brand Attitude

키워드 :
Advertising,Professional Model Effect,Brand attitude,Brand Loyalty


1. Introduction
2. Literature Review
   2.1. Professional Model
   2.2. Brand Attitude
   2.3. Brand Loyalty
3. Data and Research Methodology
   3.1. Research Model
   3.2. Research Hypothesis
4. Results
   4.1. The Demographic Characteristics of Sample
   4.2. Reliability and Feasibility of the Sample
   4.3. Hypothesis Testing
5. Conclusions


This study investigates the importance of professional models in the promotion of the corporate brand attitude through differentiated marketing strategies in the saturated low-cost carrier (LCC) aviation market. The attributes of professional models affect brand attitude and brand loyalty. The study seeks to identify the factors affecting brand loyalty through the contribution of professional models. The empirical analysis is based on a questionnaire survey conducted online and off line over a seven-month period, from January to July 2019. Some 292 valid samples could be used. The study conducted a positive factor analysis using AMOS 18.0 and a reliability analysis using SPSS 18.0. Reliability of measurement tools was performed using Cronbach’s alpha. The attributes of professional models relating to airline advertising include: reliability, attractiveness and expertise. These attributes are shown to have a significant impact on brand attitude and brand loyalty toward LCCs. The findings reveal that reliability and expertise have a significant influence on the brand attitude and the formation of brand loyalty. Professional models’ attractiveness has no significant impact on brand attitudes and brand loyalty. The mediating effect of professional models’ attributes on the relationship between brand attitude and brand loyalty also show a significant positive effect.