English  |  正體中文  |  简体中文  |  Items with full text/Total items : 27228/39071
Visitors : 2410757      Online Users : 64
RC Version 4.0 © Powered By DSPACE, MIT. Enhanced by NTU Library IR team.
Scope Adv. Search
LoginUploadHelpAboutAdminister

Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/43244

Title: Celebrity Endorsement in the Airline Sector
Authors: Stephen W. Wang;Angeline Close;Waros Ngamsiriudom
Contributors: 國立臺灣海洋大學:航運管理學系
Date: 2016-03
Issue Date: 2017-06-12T03:56:54Z
Publisher: 2015 Academy of Marketing Science® Annual Conference
Abstract: As the demand for air transport services has risen much faster than that of other goods and services in the world economy, it is extremely important that airlines retain their passengers to remain profitable (Wang 2014a) by differentiating themselves to increase their perceived value (Woodruff 1997). Among various marketing strategies, celebrity-themed aircraft campaigns (Budd 2012; Wang and Ngamsiriudom 2014a, b) and celebrity endorsements are arguably very effective ones. Celebrity endorsement in airlines is not a new phenomenon (Basusta 2009; Virgin Atlantic 2013; Air New Zealand 2013; Emirates 2014; China Airlines 2006a, b; Ricki 2013). Through these campaigns, airlines hope to gain more brand awareness, model a better corporate image, expand the market share, and increase its profit margin.
URI: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/43244
Appears in Collections:[航運管理學系] 演講及研討會

Files in This Item:

File Description SizeFormat
index.html0KbHTML53View/Open


All items in NTOUR are protected by copyright, with all rights reserved.

 


著作權政策宣告: 本網站之內容為國立臺灣海洋大學所收錄之機構典藏,無償提供學術研究與公眾教育等公益性使用,請合理使用本網站之內容,以尊重著作權人之權益。
網站維護: 海大圖資處 圖書系統組
DSpace Software Copyright © 2002-2004  MIT &  Hewlett-Packard  /   Enhanced by   NTU Library IR team Copyright ©   - Feedback