IDEAS home Printed from https://ideas.repec.org/a/eee/jaitra/v107y2023ics0969699722001648.html
   My bibliography  Save this article

Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love

Author

Listed:
  • Pabla, Harleen
  • Soch, Harmeen

Abstract

This study aims at comprehending the significance of brand experience in impacting brand satisfaction in the aviation sector. Grounded on the theory of experiential marketing, the current research aims to explain the phenomena by which brand experience can be created through marketing communication channels. This study also tests the role of brand love as a mediator on the relationship between brand experience and brand satisfaction, by analyzing 480 responses. This research concludes that brand love partially mediates the relationship between brand experience and brand satisfaction in the aviation sector. Airline managers need to focus their strategies on event marketing and marketing communication as they have a significant effect on brand experience. The findings will also help in understanding the different dimensions of brand experience.

Suggested Citation

  • Pabla, Harleen & Soch, Harmeen, 2023. "Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love," Journal of Air Transport Management, Elsevier, vol. 107(C).
    • Handle: RePEc:eee:jaitra:v:107:y:2023:i:c:s0969699722001648
    DOI: 10.1016/j.jairtraman.2022.102345
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969699722001648
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jairtraman.2022.102345?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. J.J. Brakus & B.H. Schmitt & L. Zarantonello, 2009. "Brand Experience: What Is It? How Do We Measure It? And Does It Affect Loyalty?," Post-Print hal-00799102, HAL.
    2. Mandel, Naomi & Johnson, Eric J, 2002. "When Web Pages Influence Choice: Effects of Visual Primes on Experts and Novices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(2), pages 235-245, September.
    3. Andreini, Daniela & Pedeliento, Giuseppe & Zarantonello, Lia & Solerio, Chiara, 2018. "A renaissance of brand experience: Advancing the concept through a multi-perspective analysis," Journal of Business Research, Elsevier, vol. 91(C), pages 123-133.
    4. Nielsen, Bo Bernhard & Raswant, Arpit, 2018. "The selection, use, and reporting of control variables in international business research: A review and recommendations," Journal of World Business, Elsevier, vol. 53(6), pages 958-968.
    5. Tuchen, Stefan & Arora, Mohit & Blessing, Lucienne, 2020. "Airport user experience unpacked: Conceptualizing its potential in the face of COVID-19," Journal of Air Transport Management, Elsevier, vol. 89(C).
    6. Rico Merkert & James Pearson, 2015. "A Non-parametric Efficiency Measure Incorporating Perceived Airline Service Levels and Profitability," Journal of Transport Economics and Policy, University of Bath, vol. 49(2), pages 261-275, April.
    7. Isa, Nor Azlina Mohd & Ghaus, Hazelin & Hamid, Norlida Abdul & Tan, Peck-Leong, 2020. "Key drivers of passengers' overall satisfaction at klia2 terminal," Journal of Air Transport Management, Elsevier, vol. 87(C).
    8. Mosad Zineldin, 2000. "Total relationship management (TRM) and total quality management (TQM)," Managerial Auditing Journal, Emerald Group Publishing Limited, vol. 15(1/2), pages 20-28, February.
    9. MacKenzie, Scott B. & Podsakoff, Philip M., 2012. "Common Method Bias in Marketing: Causes, Mechanisms, and Procedural Remedies," Journal of Retailing, Elsevier, vol. 88(4), pages 542-555.
    10. Prentice, Catherine & Wang, Xuequn & Loureiro, Sandra Maria Correia, 2019. "The influence of brand experience and service quality on customer engagement," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 50-59.
    11. Gudmundsson, S.V. & Cattaneo, M. & Redondi, R., 2021. "Forecasting temporal world recovery in air transport markets in the presence of large economic shocks: The case of COVID-19," Journal of Air Transport Management, Elsevier, vol. 91(C).
    12. Fournier, Susan, 1998. "Consumers and Their Brands: Developing Relationship Theory in Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(4), pages 343-373, March.
    13. Shen, Chao & Yahya, Yazkhiruni, 2021. "The impact of service quality and price on passengers' loyalty towards low-cost airlines: The Southeast Asia perspective," Journal of Air Transport Management, Elsevier, vol. 91(C).
    14. Sarstedt, Marko & Hair, Joseph F. & Cheah, Jun-Hwa & Becker, Jan-Michael & Ringle, Christian M., 2019. "How to specify, estimate, and validate higher-order constructs in PLS-SEM," Australasian marketing journal, Elsevier, vol. 27(3), pages 197-211.
    15. Dube, Kaitano & Nhamo, Godwell & Chikodzi, David, 2021. "COVID-19 pandemic and prospects for recovery of the global aviation industry," Journal of Air Transport Management, Elsevier, vol. 92(C).
    16. Gerald J. Gorn & Amitava Chattopadhyay & Tracey Yi & Darren W. Dahl, 1997. "Effects of Color as an Executional Cue in Advertising: They're in the Shade," Management Science, INFORMS, vol. 43(10), pages 1387-1400, October.
    17. Imran Khan & Mobin Fatma, 2017. "Antecedents and outcomes of brand experience: an empirical study," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 439-452, October.
    18. Meyers-Levy, Joan & Peracchio, Laura A, 1995. "Understanding the Effects of Color: How the Correspondence between Available and Required Resources Affects Attitudes," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 22(2), pages 121-138, September.
    19. Tanrıverdi, Gökhan & Bakır, Mahmut & Merkert, Rico, 2020. "What can we learn from the JATM literature for the future of aviation post Covid-19? - A bibliometric and visualization analysis," Journal of Air Transport Management, Elsevier, vol. 89(C).
    20. L. Zarantonello & B.H. Schmitt, 2013. "The impact of event marketing on brand equity:The mediating roles of brand experience and brand attitude," Post-Print hal-00847423, HAL.
    21. Morgan-Thomas, Anna & Veloutsou, Cleopatra, 2013. "Beyond technology acceptance: Brand relationships and online brand experience," Journal of Business Research, Elsevier, vol. 66(1), pages 21-27.
    22. repec:eme:maj000:02686900010304399 is not listed on IDEAS
    23. Mano, Haim & Oliver, Richard L, 1993. "Assessing the Dimensionality and Structure of the Consumption Experience: Evaluation, Feeling, and Satisfaction," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 20(3), pages 451-466, December.
    24. Barbara Carroll & Aaron Ahuvia, 2006. "Some antecedents and outcomes of brand love," Marketing Letters, Springer, vol. 17(2), pages 79-89, April.
    25. Bezerra, George C.L. & Gomes, Carlos F., 2020. "Antecedents and consequences of passenger satisfaction with the airport," Journal of Air Transport Management, Elsevier, vol. 83(C).
    26. He, Hongwei & Li, Yan & Harris, Lloyd, 2012. "Social identity perspective on brand loyalty," Journal of Business Research, Elsevier, vol. 65(5), pages 648-657.
    27. Nicoleta Cristache & Micu Adrian & Elena Valentina Basalic & Ema Rusu, 2013. "Event Marketing Management – Opportunities For Integrating Into Companies’ Business Policy," Risk in Contemporary Economy, "Dunarea de Jos" University of Galati, Faculty of Economics and Business Administration, pages 261-272.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Sara Amoroso & Simonetta Pattuglia & Imran Khan, 2021. "Do Millennials share similar perceptions of brand experience? A clusterization based on brand experience and other brand-related constructs: the case of Netflix," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(1), pages 33-43, March.
    2. So, Kevin Kam Fung & King, Ceridwyn & Hudson, Simon & Meng, Fang, 2017. "The missing link in building customer brand identification: The role of brand attractiveness," Tourism Management, Elsevier, vol. 59(C), pages 640-651.
    3. Ridhwan O. Olaoke & Steven W. Bayighomog & Mustafa Tümer, 2021. "Nonlinear relationship between brand experience and customer satisfaction in the hospitality sector: an exploratory study," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 643-656, November.
    4. Imran Khan & Mobin Fatma, 2017. "Antecedents and outcomes of brand experience: an empirical study," Journal of Brand Management, Palgrave Macmillan, vol. 24(5), pages 439-452, October.
    5. Ferreira Pedro & Rodrigues Paula & Rodrigues Pedro, 2019. "Brand Love as Mediator of the Brand Experience-Satisfaction-Loyalty Relationship in a Retail Fashion Brand," Management & Marketing, Sciendo, vol. 14(3), pages 278-291, September.
    6. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    7. Faseeh Amin Beig & Fayaz Ahmad Nika, 2022. "Impact of Brand Experience on Brand Equity of Online Shopping Portals: A Study of Select E-Commerce Sites in the State of Jammu and Kashmir," Global Business Review, International Management Institute, vol. 23(1), pages 156-175, February.
    8. Kim, Myeonghyeon & Sohn, Jeongwoong, 2022. "Passenger, airline, and policy responses to the COVID-19 crisis: The case of South Korea," Journal of Air Transport Management, Elsevier, vol. 98(C).
    9. Jing-Yun Zeng & Yisitie Xing & Chang-Hyun Jin, 2023. "The Impact of VR/AR-Based Consumers’ Brand Experience on Consumer–Brand Relationships," Sustainability, MDPI, vol. 15(9), pages 1-16, April.
    10. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Faseeh Amin Beig & Mohammad Furqan Khan, 2018. "Impact of Social Media Marketing on Brand Experience: A Study of Select Apparel Brands on Facebook," Vision, , vol. 22(3), pages 264-275, September.
    12. Faheem Gul Gilal & Justin Paul & Asha Thomas & Lia Zarantonello & Rukhsana Gul Gilal, 2023. "Brand passion: a systematic review and future research agenda," Journal of Brand Management, Palgrave Macmillan, vol. 30(6), pages 490-515, November.
    13. Japutra, Arnold & Molinillo, Sebastian, 2019. "Responsible and active brand personality: On the relationships with brand experience and key relationship constructs," Journal of Business Research, Elsevier, vol. 99(C), pages 464-471.
    14. Roy, Sanjit K. & Sharma, Apurv & Bose, Sunny & Singh, Gaganpreet, 2022. "Consumer - brand relationship: A brand hate perspective," Journal of Business Research, Elsevier, vol. 144(C), pages 1293-1304.
    15. Jacqueline Siwale & Victor Chikampa & Nelson .C. Kabanda & Lungowe Chindele & Mary.S.Lubinda, 2023. "The Relationship Between Brand Experience, Brand Satisfaction and Brand Loyalty. An Empirical Study of Imported Second Hand Vehicle Buyers In Zambia," International Journal of Research and Innovation in Social Science, International Journal of Research and Innovation in Social Science (IJRISS), vol. 7(3), pages 44-61, March.
    16. Sandra Maria Correia Loureiro, 2023. "Overview of the brand journey and opportunities for future studies," Italian Journal of Marketing, Springer, vol. 2023(2), pages 179-206, June.
    17. Siano, Alfonso & Vollero, Agostino & Bertolini, Alessandra, 2022. "From brand control to brand co-creation: An integrated framework of brand paradigms and emerging brand perspectives," Journal of Business Research, Elsevier, vol. 152(C), pages 372-386.
    18. Tarcia Camily Cavalcante Quezado & Nuno Fortes & William Quezado Figueiredo Cavalcante, 2022. "The Influence of Corporate Social Responsibility and Business Ethics on Brand Fidelity: The Importance of Brand Love and Brand Attitude," Sustainability, MDPI, vol. 14(5), pages 1-20, March.
    19. Alvarez, Claudio & David, Meredith E. & George, Morris, 2023. "Types of Consumer-Brand Relationships: A systematic review and future research agenda," Journal of Business Research, Elsevier, vol. 160(C).
    20. Shyh-Ming Huang & Shyh-Rong Fang & Shih-Chieh Fang & Chao-Chin Huang, 2016. "The influences of brand benefits on brand loyalty: Intermediate mechanisms," Australian Journal of Management, Australian School of Business, vol. 41(1), pages 141-160, February.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:jaitra:v:107:y:2023:i:c:s0969699722001648. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: http://www.journals.elsevier.com/journal-of-air-transport-management/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.