Influence of Advertising on Brand Personality in The Airline Sector: The Case of Spain

ABSTRACT

This article outlines the findings of a study employing a partial least squares (PLS) structural equation methodology to explore the relationship among advertising and brand personality (BP) dimension of a validated Aaker's model (1997) in the airline business. BP refers to the emotional side of brand image. It is created by all experiences of consumers with a brand. The model was validated using confirmatory factor analysis and the effect of advertising on BP has been tested using PLS. The findings suggest that advertising influences the formation of BP only in the sophistication dimension. These results invite managers in the airline companies sector to develop communication strategies to create a distinguishing and attractive BP that will help them connect with their consumers.

Keywords:

• Brand personality (BP)
• communication
• advertising
• airlines
• partial least squares (PLS)

Notes

1. The confirmatory factor analysis recommended the elimination of the ruggedness dimension throught the Wald test because it's a non-significant relationship (maybe the users not perceived this dimension in this kind of service) and the Lagrange test also recommended the elimination of some traits. It is advisable to note that changes have been made respecting the theoretical justification and not just with the intention of achieving a good fit statistic as recommended by Hatcher (1994) in the approach for the modification of a model.

2. AENA is a public company attached to the Ministry of Public Affairs of the Spanish Government.