International African Travelers and Brand Loyalty of National Airlines

Philemon Oyewole, Pravat Choudhury
2006 Innovative Marketing  
National carriers often appeal to the moral obligation of their citizens to use the airline that bears the flag of their countries. An empirical study of African travelers was conducted to examine the validity of this strategy to create brand loyalty in the airline industry. Results show that national affiliation with the airline used by African travelers does not translate into significant higher level of brand loyalty to the national carrier. Managerial implications of these results are discussed.
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