The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry

Oguzcan Yerli; Belis Gülay

doi:10.30518/jav.1698378

The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry

Abstract

This study drew insights from the Rossiter-Percy Grid Theory, which provides a framework for understanding brand communication strategies based on consumer motivation and involvement levels. The theory was applied to examine the effect of brand communication on the preference of airline companies in Kenya, focusing on social media as a branding tool. The study employed a survey research design, collecting data from a sample of 412 airline consumers through an online questionnaire distributed via Google Forms. Data analysis involved both descriptive and inferential statistics, assessing the association between social media usage for brand communication and airline preference, Findings revealed that there was no statistically significant association between social media brand communication and airline preference. However, this does not imply that social media lacks a role in brand communication. Instead, the study highlighted that while social media alone may not directly influence airline preference, it remains an essential tool for enhancing brand awareness, engagement, and consumer perception. The study suggested that airline companies should integrate social media with other rational and emotional brand communication strategies, as outlined in the Rossiter-Percy Theory. This includes leveraging functional benefits, emotional appeal, and brand personality to create a more comprehensive and effective brand positioning strategy.

Keywords

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Details

Primary Language

English

Subjects

Air Transportation and Freight Services

Journal Section

Research Article

Authors

Oguzcan Yerli ^*
0009-0007-8739-0046
Kenya

Belis Gülay
0000-0002-0204-5507
Türkiye

Early Pub Date

October 9, 2025

Publication Date

October 19, 2025

Submission Date

May 13, 2025

Acceptance Date

July 10, 2025

Published in Issue

Year 2025 Volume: 9 Number: 3

DOI

https://doi.org/10.30518/jav.1698378

IZ

https://izlik.org/JA66KC23PU

Cite

RIS / Bibtex

APA

Yerli, O., & Gülay, B. (2025). The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry. Journal of Aviation, 9(3), 623-629. https://doi.org/10.30518/jav.1698378

AMA

1.Yerli O, Gülay B. The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry. JAV. 2025;9(3):623-629. doi:10.30518/jav.1698378

Chicago

Yerli, Oguzcan, and Belis Gülay. 2025. “The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry”. Journal of Aviation 9 (3): 623-29. https://doi.org/10.30518/jav.1698378.

EndNote

Yerli O, Gülay B (October 1, 2025) The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry. Journal of Aviation 9 3 623–629.

IEEE

[1]O. Yerli and B. Gülay, “The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry”, JAV, vol. 9, no. 3, pp. 623–629, Oct. 2025, doi: 10.30518/jav.1698378.

ISNAD

Yerli, Oguzcan - Gülay, Belis. “The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry”. Journal of Aviation 9/3 (October 1, 2025): 623-629. https://doi.org/10.30518/jav.1698378.

JAMA

1.Yerli O, Gülay B. The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry. JAV. 2025;9:623–629.

MLA

Yerli, Oguzcan, and Belis Gülay. “The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry”. Journal of Aviation, vol. 9, no. 3, Oct. 2025, pp. 623-9, doi:10.30518/jav.1698378.

Vancouver

1.Oguzcan Yerli, Belis Gülay. The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry. JAV. 2025 Oct. 1;9(3):623-9. doi:10.30518/jav.1698378