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Title: Celebrity Livery Featured Aircraft, the Moneki Neko (Fortune Cat) of Airlines
Authors: Stephen W. Wang
Contributors: 國立臺灣海洋大學:航運管理學系
Keywords: experience marketing;experience value;aircraft livery;destination image;intention;air transportation;Taiwan
Date: 2014-10-23
Issue Date: 2017-01-12T05:54:38Z
Publisher: Journal Current Issues in Tourism
Abstract: Abstract:One main purpose of adopting a celebrity-themed aircraft campaign is to differentiate an airline from its competitors through delivering and/or reforming consumers' flying experience. This practice has become a popular tactic of airlines' experiential marketing efforts. Based on the data collected from Taiwan, this study investigates the influences of five antecedents – customer return on investment (CROI), playfulness, aesthetics, service excellence, and destination image – on purchase intention. The results reveal significant positive relationships among all five antecedents and purchase intention. Meanwhile, destination image moderates the relationships between CROI, and service excellence and intention. Furthermore, this study proposed a more integrated strategic experiential modules with the combination of destination image.
Relation: 18(2), pp.99-109
Appears in Collections:[Department of Shipping and Transportation Management] Periodical Articles

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