Effectiveness of Co-Branding for Aircraft Flying Billboard Promotion－The Case of EVA Hello Kitty Jet
Date Issued
2009
Date
2009
Author(s)
Li, Lung-Hsien
Abstract
“Co-Branding” have been popular issue in the industry in recent years. However, these trends of co-branding activities aren’t only exist in traditional and manufacture industry, but also extend service industry, especially in the aviation industry competi-tively. The aviation industry tries to find out the strategic marketing plans to copes with the crisis of the amazing price of fuel. Schmitt (1999) stated that the experiential mar-keting would change its traditional function and effectiveness. He also advanced his five experiential marketing dimensions - sense, feel, think, act and relate. In 2005, the Eva Air has promoted the Hello Kitty Jet together with the Sanrio co. jp.. The Hello Kitty Jet was the first Jet linking the co-branding and the experiential marketing, so the study tries to find out the correlation between the two topics. he study attempts to construct the structure model by the relationship of co-branding for the airline company and the painting content provider. At the same time, the study also fits into the experiential marketing dimensions to understand how images of organizations and extent of fit made impact on the consumers. The study adopts LI-SREL method to be a analysis tool. Therefore, the study can generalize several points, and conclusions are as follows:.Before the airline company and he painting content provider form the co-branding, apart from the fact that self-image will affect the image of Paintng Jet, the appro-priateness of alliance will also become one of the main factors influencing the consumers’ cognition of the image of the Paintng Jet..The congruity of consumers’ self-concept is the key of affecting the image of Paintng Jet..The five experiential marketing dimensions really affect the image of Paintng Jet and experiential value..After co-branding activities, the consumers’ image of the Eva Air and the Sanrio co. jp.will be different..After co-branding activities, the consumers’ image of Paintng Jet and the Eva Air really affect the experiential value.
Subjects
Co-branding
Theme pattern aircraft
Experiential marketing
Type
thesis
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