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1. 1. Brand Conviction and Brand Desirability in the Aviation Industry

   University essay from Lunds universitet/Företagsekonomiska institutionen

   Author : Tung Hang Hui; Farah Hamasha; [2018]
   Keywords : brand conviction; brand desirability; brand positioning; airlines; Business and Economics;

   Abstract : The Awareness-Interest-Conviction-Desire-Action (“AICDA”) model was studied by various marketing scholars in the past 80 years. However, the relationship between brand conviction and brand desirability in the aviation industry has not yet been proved empirically. READ MORE