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The best match-up of airline advertising endorsement and flight safety message

The best match-up of airline advertising endorsement and flight safety message PurposeThis paper aims to explore the effectiveness of children as advertisement endorsers in the airline context, including images of safety and reliability.Design/methodology/approachThis paper is intended to examine the advertising effect of endorsers (celebrities, CEOs, experts, consumers and children) in the context of the airline industry. A factorial experiment was conducted to test the communication effect (CE) of ten groups of advertisement combinations (five endorser types – with/without safety attribute).FindingsThe results indicate that a child endorser yielded a better CE than celebrity, CEO or typical consumer endorsers. Second, advertisements that emphasized safety had better CE than those without this emphasis. The group combining children and safety generated a better CE than most of the other groups comprising different combinations.Practical implicationsA child endorser and a safety message are recommended to be used in advertisements for airlines because flight passengers place importance on safety. Fragile image of child reinforces safety of an airline.Originality/valueThe integration of advertising endorsement and message into a conceptual model allows the current results to provide meaningful theoretical and practical implications. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Journal of Contemporary Hospitality Management Emerald Publishing

The best match-up of airline advertising endorsement and flight safety message

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0959-6119
DOI
10.1108/IJCHM-03-2015-0130
Publisher site
See Article on Publisher Site

Abstract

PurposeThis paper aims to explore the effectiveness of children as advertisement endorsers in the airline context, including images of safety and reliability.Design/methodology/approachThis paper is intended to examine the advertising effect of endorsers (celebrities, CEOs, experts, consumers and children) in the context of the airline industry. A factorial experiment was conducted to test the communication effect (CE) of ten groups of advertisement combinations (five endorser types – with/without safety attribute).FindingsThe results indicate that a child endorser yielded a better CE than celebrity, CEO or typical consumer endorsers. Second, advertisements that emphasized safety had better CE than those without this emphasis. The group combining children and safety generated a better CE than most of the other groups comprising different combinations.Practical implicationsA child endorser and a safety message are recommended to be used in advertisements for airlines because flight passengers place importance on safety. Fragile image of child reinforces safety of an airline.Originality/valueThe integration of advertising endorsement and message into a conceptual model allows the current results to provide meaningful theoretical and practical implications.

Journal

International Journal of Contemporary Hospitality ManagementEmerald Publishing

Published: Nov 14, 2016

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