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The Impact of Brand Experience on Brand Consciousness of Customers in the Airline Industry

Author

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  • Hassan Raza

    (Phd Candidate Faculty of Business and Management, Universiti Teknologi Mara Sarawak)

  • Jati Kasuma Ali

    (Faculty of Business and Management, Universiti Teknologi Mara Sarawak)

  • Margaret Lucy Gregory

    (Faculty of Business and Management, Universiti Teknologi Mara Sarawak)

Abstract

This study explores the effect of sensory, affective, behavioral, and intellectual experience on customer brand consciousness in the airline industry, with brand knowledge as a mediating element. As airlines perform in incredibly competitive surroundings, knowledge of how to shape brand awareness is important for establishing customer loyalty and differentiating manufacturers. Drawing on theories of customer experience and brand knowledge, this study investigates how each of these dimensions influences customers’ awareness and attachment to airline brands. The sensory measurement encompasses the visual stories during the air tour, consisting of the cabin environment and branding factors. At the same time, affective elements address the emotional bonds customers shape with a brand. Behavioral elements consist of loyalty packages and constant service that improve recurring brand desire, and intellectual factors reflect consumers’ alignment with a brand’s values, along with sustainability and innovation. The findings underscore that a significant function is in cultivating brand recognition, with brand knowledge appearing as a crucial bridge that strengthens those outcomes. This examination contributes to each principle and exercise by way of highlighting the importance of an integrated method to customer experience in shaping brand knowledge inside the airline industry. Airlines that strategically broaden sensory, affective, behavioral, and intellectual touchpoints, whilst fostering brand knowledge, can create a unique brand identity that resonates with customers and ends in greater customer loyalty.

Suggested Citation

  • Hassan Raza & Jati Kasuma Ali & Margaret Lucy Gregory, 2024. "The Impact of Brand Experience on Brand Consciousness of Customers in the Airline Industry," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 8(12), pages 3885-3898, December.
    • Handle: RePEc:bcp:journl:v:8:y:2024:i:12:p:3885-3898
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