Investigate the role of brand charm (Case Study: Sky Airways)

Q: How can I download an article?

To download an article from SID, first log in to the site, search for the article title, and click on the 'Download Article' option.

Q: How can I download an ISI article?

To download an ISI article on SID, enter the keyword or article title in the search bar, view the relevant results, click on the desired article, and select the 'Download Article' option.

Q: How can I access the SID database?

To access the SID database, visit SID.ir, create an account, and log in to access scientific resources.

Q: Is downloading articles from SID free?

Some articles on SID are available for free, while others require payment. Details are specified on the article's page.

Mosavi Seyyed Alireza

مرکز اطلاعات علمی Scientific Information Database (SID) - Trusted Source for Research and Academic Resources

Journal Paper

Paper Information

Journal: JOURNAL OF MARKETING MANAGEMENT Year:2018 | Volume:13 | Issue:39 Page(s): 55-66

Download Full-Text

Persian Verion

View:

390

Download:

Cites:

Information Journal Paper

Title

Investigate the role of brand charm (Case Study: Sky Airways)

Author(s)

Mosavi Seyyed Alireza | Issue Writer Certificate

Keywords

Brand CharmQ1

Customer Brand IdentityQ1

PrestigeQ2

Social BenefitsQ1

Brand InteractionsQ1

Sky Fly AirlinesQ1

Abstract

The purpose of this research is to investigate the role of brand attraction in identifying a customer brand on aviation. The instrument for measuring data in this research is a standard questionnaire which has been analyzed using the LISREL software. In order to analyze the research data, a structural equation model has been used to confirm or reject the research hypotheses. The findings show that brand Prestige, brand distinction and memorable experiences have a positive and significant effect on brand attractiveness. has it. The brand's charm and brand distinction have a positive and significant effect on brand identification. But, contrary to expectations, the brand's Social Benefits do not have a significant effect on the attractiveness and identity of the brand. Also, Prestige and brand wisdom experiences do not have a significant effect on brand identification. In general, the results indicate that brand attractiveness is not just about building trust in aviation brand management, but also considering the importance of direct impact And its intermediary on customer identification is an important construct in understanding how customers are developing brand communication.

Cites

No record.

References

No record.

Cite

APA: Copy

Mosavi, Seyyed Alireza. (2018). Investigate the role of brand charm (Case Study: Sky Airways). JOURNAL OF MARKETING MANAGEMENT, 13(39 ), 55-66. SID. https://sid.ir/paper/218889/en

Vancouver: Copy

Mosavi Seyyed Alireza. Investigate the role of brand charm (Case Study: Sky Airways). JOURNAL OF MARKETING MANAGEMENT[Internet]. 2018;13(39 ):55-66. Available from: https://sid.ir/paper/218889/en

IEEE: Copy

Seyyed Alireza Mosavi, “Investigate the role of brand charm (Case Study: Sky Airways),” JOURNAL OF MARKETING MANAGEMENT, vol. 13, no. 39 , pp. 55–66, 2018, [Online]. Available: https://sid.ir/paper/218889/en

Related Journal Papers