SwePub
Sök i LIBRIS databas

  Utökad sökning

onr:"swepub:oai:DiVA.org:hj-43387"
 

Sökning: onr:"swepub:oai:DiVA.org:hj-43387" > International Consu...

International Consumers Airline Experiences and Negative Brand Emotions Expressed on Social Media : A Consumer Perspective

Manzoor, Ayesha (författare)
Jönköping University,IHH, Företagsekonomi
Müllern, Tomas, 1963- (författare)
Jönköping University,IHH, Företagsekonomi
Berndt, Adele, 1966- (författare)
Jönköping University,IHH, Företagsekonomi,IHH, Media, Management and Transformation Centre (MMTC)
 (creator_code:org_t)
Poznań University of Economics and Business, 2018
2018
Engelska.
Ingår i: Proceedings of the 44th annual conference of european international business academy. - : Poznań University of Economics and Business. - 9788395295508 ; , s. 148-149
  • Konferensbidrag (refereegranskat)
Abstract Ämnesord
Stäng  
  • No doubt the airline industry has been growing globally and generating profit as international business, and it becomes more challenging for airline companies to deal with international consumers and develop a better marketing strategy to satisfy them. Using a consumer perspective on social media, we noted that consumers expressed different types of negative brand emotions while sharing their negative experiences of Qatar Airways and Turkish Airline. Brand emotions are mental and physical experiences directed towards a brand. Thus, we argue that negative brand emotions are explicitly expressed towards airline brands on social media. By using netnography research method, we revealed five dimensions of negative brand emotions namely unhappy, disappointed, anger, disgust, and terrible or awful. Consumers more expressed these negative brand emotions while complaining about various service failures including staff rude behavior, seating issues, food quality, luggage mishandled, flight delayed and discrimination among passengers. Consistent with previous studies, international consumers showed various behavioral reactions, for instance, complaints, negative electronic word-of-mouth, brand avoidance and claimed for compensations due to service failures. We discussed our findings related to negative experiences, service failures and behavioral reactions of international consumers towards airlines.

Ämnesord

SAMHÄLLSVETENSKAP  -- Ekonomi och näringsliv -- Företagsekonomi (hsv//swe)
SOCIAL SCIENCES  -- Economics and Business -- Business Administration (hsv//eng)

Publikations- och innehållstyp

ref (ämneskategori)
kon (ämneskategori)

Hitta via bibliotek

Till lärosätets databas

Sök utanför SwePub

Kungliga biblioteket hanterar dina personuppgifter i enlighet med EU:s dataskyddsförordning (2018), GDPR. Läs mer om hur det funkar här.
Så här hanterar KB dina uppgifter vid användning av denna tjänst.

 
pil uppåt Stäng

Kopiera och spara länken för att återkomma till aktuell vy