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Airline brand dissatisfaction: An overview

Efstathios G. Kefallonitis

Abstract: A number of brand positioning techniques may cause consumer confusion, often resulting in brand rejection; an evidence of brand dissatisfaction. This study contributes to the understanding of airline brand satisfaction, in relation to brand communications through evidence in literature, analysis of business archives and observation. Academic theory and industrial practice are used to identify factors that formulate consumer satisfaction culture. The author’s approach identifies problem areas in the process of successful message delivery between brands and their offering to their perceptual value towards satisfaction. Inappropriate communication media leave consumers with a sense of dissatisfaction towards brands and their products. The challenges identified are explored. The author proposes a framework in response to the need for integrated brand communications.

Additional Info

  • Author(s) Name: Efstathios G. Kefallonitis[1]
  • Author(s) Affiliation: [1]School of Business, State University of New York at Oswego, Oswego, New York, USA
  • Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.
  • Keywords: branding, airline passenger dissatisfaction, brand associations
  • Article Type: Research
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