Investigating brand personality of state-owned and private airlines: Maham Versus Iran Air
Today, companies need to create exclusion not in the market but in their own capabilities and features in order to gain distinction. The creation and maintenance of distinction through functional features is nearly impossible anymore. Thus, apart from the functional features, companies need to consi...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
Growing Science
2014-06-01
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| Series: | Management Science Letters |
| Subjects: | |
| Online Access: | http://www.growingscience.com/msl/Vol4/msl_2014_123.pdf |
| Summary: | Today, companies need to create exclusion not in the market but in their own capabilities and features in order to gain distinction. The creation and maintenance of distinction through functional features is nearly impossible anymore. Thus, apart from the functional features, companies need to consider their intangible properties, among which brand is one of the most important ones. One of components researchers have detected for brand is personality, which can enhance the preference and loyalty of the customers and influence their decision process. In the service section, due to its specific features, the impacts of brand personality are more important and more complicated and airline companies, as service industries, which provide one of the most intangible products, are no exception. In the current study, using Aaker's Five-Dimension Model for brand personality, brand personality of a state-owned airline company (Iran Air) and a private one (Mahan) are compared from the perspective of technical directors of travel agencies. The population includes 233 technical directors whose views regarding brand personality of airline companies are studied following the distribution of questionnaires. The results of the data analysis indicate Mahan Airline is superior to Iran Air in all the five dimensions. |
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| ISSN: | 1923-2934 1923-9343 |