Banca de QUALIFICAÇÃO: ANDERSON LEONARDO DE CASTRO SEABRA

Uma banca de QUALIFICAÇÃO de DOUTORADO foi cadastrada pelo programa.
STUDENT : ANDERSON LEONARDO DE CASTRO SEABRA
DATE: 26/11/2020
TIME: 09:00
LOCAL: Google Meet: https://meet.google.com/utx-rhtn-cbw?authuser=3
TITLE:

IDENTIFYING AIRPORT BRAND EQUITY SOURCES: A proposal of a Customer-Based Brand Equity (CBBE) model in the airport industry from the passenger’s perspective.


KEY WORDS:

Airports; Branding;  Customer-Based Brand Equity; Passengers; Brand experience 


PAGES: 82
BIG AREA: Ciências Sociais Aplicadas
AREA: Turismo
SUMMARY:

The deregulation processes and the liberalization of the air transportation industry, resulting in the transfer of airport management from the hands of the public administration to private entities, led to a new functional paradigm for airports marked, above all, by competition and new business models. The perspective centered on flight operation is gradually replaced by a customer-centric orientation. Terminals were transformed and became large companies, and Travelers who have long chosen their destinations and airlines, now have their decision extended to airports as well. The planning of international routes started to consider which airports are consumers' favorite hubs. The fierce competition makes airports in Brazil and in the world seek ways to differentiate themselves in the market investing in strategies to build strong brands. As international airlines lines up with hubs, the airport brand is increasingly integrating with aviation companies and destinations. And so, new brands appear in the minds of consumers, even if they have not been promoted consciously or openly. As brands are recognized as one of the most significant intangible assets for companies, the management of its value has become a high priority. Understanding the brand value involves identifying the network of strong, favorable and unique associations in the consumer's mind. Conceptually, the airport brand is not distinguished from those of other companies in the most diverse sectors. However, the way in which they structure their own can be quite particular. Although contemporary Brand Equity models have been recognized and tested in the context of services, they have not been adapted to the airport sector, furthermore,  the role of consumer experience has been long ignored on the models. Given this scenario, the main objective of this thesis is to give its contribution by proposing a Brand Equity model based on the perception of the consumer (passengers and terminal users) in the airport sector. By applying qualitative and quantitative methods, it aim to identify the fundamental dimensions of Airports BrandEquity, and thus develop a brand assessment model that is more appropriately adapted to the segment, with the dimensions properly identified and that allows its operation through an appropriate scale. This investigation will contribute both to the literature, by providing a theoretical understanding of the measurement of the value of the airport brand based on the consumer, and to the practitioners field, by providing the professionals involved with airport branding and marketing with subsidies for the designing of strategies and knowledge about fundamental elements of branding in this context.


BANKING MEMBERS:
Externa à Instituição - CAMILA CRISTINA RODRIGUES SALGADO - UFPB
Presidente - 1675246 - LISSA VALERIA FERNANDES FERREIRA
Externo ao Programa - 1679532 - LUIS ROBERTO ROSSI DEL CARRATORE
Interno - 1149626 - MAURO LEMUEL DE OLIVEIRA ALEXANDRE
Notícia cadastrada em: 11/11/2020 11:11
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