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

Document Type

Article

Source of Publication

Journal of Travel and Tourism Marketing

Publication Date

3-24-2018

Abstract

© 2017 Informa UK Limited, trading as Taylor & Francis Group. 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.

ISSN

1054-8408

Publisher

Routledge

Volume

35

Issue

3

First Page

365

Last Page

376

Disciplines

Social and Behavioral Sciences

Keywords

brand personality, celebrities, marketing funnel, tourist decision-making process, Visual media

Scopus ID

85027106711

Indexed in Scopus

yes

Open Access

no

Link to Full Text

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