Article2017

Flying with Nicole Kidman or Jennifer Aniston? Brand funnel stages’ influence on brand personality

25 citations0/0 files storedJournal of Travel & Tourism Marketing

No readable copy stored yet — this record is metadata only.

No open-access location is known for this record yet.

Literature note Cite in a project Citation map

Consumer Behavior in Brand Consumption and Identification Diverse Aspects of Tourism Research Marketing and Advertising Strategies

Abstract

This paper reports on the visual perception of global advertising video campaigns of two United Arab Emirates (UAE) based airline companies, Etihad Airways and Emirates. Brand funnel and brand personality were tested using data from tourists travelling to UAE after the launch of television commercials featuring internationally recognized celebrities Nicole Kidman and Jennifer Aniston. The objectives of this article are to explore the relationship among television commercialsʼ (TVCs) visuals using celebrities, brand personality, and consumers’ decision-making process within the brand funnel. Findings suggest that although Etihad Airways first introduced a very important person (VIP) in its advert, Emirates emerges as a stronger player in both emirates, Abu Dhabi and Dubai. The results confirm that Etihad Airways and Emirates significantly differ in three (sincerity, excitement, competence) out of five brand personality dimensions. Empirical results of the consumers’ decision process (brand funnel) in relation to brand personality dimensions are also presented.

Paper brief

Loading…

Cite this work

Citation unavailable for this work.

BibTeX RIS CSL-JSON

No public copy is stored for this record, so only the metadata is cited.

Citations in this library

Citation map →

Stored only when both papers are in the corpus — 25 citations exist upstream.

References

1993Conceptualizing, Measuring, and Managing Customer-Based Brand Equity 2000An Integrative Theory of Intergroup Conflict 1979The Social psychology of intergroup relations 2001Consumer perceived value: The development of a multiple item scale 1992Alumni and their alma mater: A partial test of the reformulated model of organizational identification 1997Dimensions of Brand Personality 2003An examination of the effects of motivation and satisfaction on destination loyalty: a structural model 1963Toward an adequate taxonomy of personality attributes: Replicated factor structure in peer nomination personality ratings.

Cited by

2021#StayHome today so we can #TravelTomorrow: tourism destinations’ digital marketing strategies during the Covid-19 pandemic 2019Nilai-nilai budaya soméah pada perilaku komunikasi masyarakat Suku Sunda 2020Buffering effects of brand perception to behavioural intention - Evidence of China airlines

Explore the map →

Papers that cite the same references — the relational fallback while embeddings are still backfilling.

Imported from OpenAlex (CC0) — nothing here is generated.