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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

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