Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love

Abstract

This study aims at comprehending the significance of brand experience in impacting brand satisfaction in the aviation sector. Grounded on the theory of experiential marketing, the current research aims to explain the phenomena by which brand experience can be created through marketing communication channels. This study also tests the role of brand love as a mediator on the relationship between brand experience and brand satisfaction, by analyzing 480 responses. This research concludes that brand love partially mediates the relationship between brand experience and brand satisfaction in the aviation sector. Airline managers need to focus their strategies on event marketing and marketing communication as they have a significant effect on brand experience. The findings will also help in understanding the different dimensions of brand experience.