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Celebrity livery featured aircraft, the Moneki Neko (fortune cat) of airlines

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  • Wang, Stephen W.
  • Ngamsiriudom, Waros

Abstract

Aircraft livery is a painting scheme on the aircraft that allows an airline not only to differentiate its aircraft from those of others, but also to promote the perceived values of the airline. Besides being visually attractive, celebrity-themed aircraft liveries also become increasingly popular today because they can influence consumers' perceptions of airlines. This study uses the data collected from Taiwan international airport, ranked the world's top 15 heaviest passenger traffic, to investigate the influences of celebrity worship on the original Theory of Planned Behavior's constructs, and purchase intention. The results reveal significant positive relationships between celebrity and attitude, perceived behavioral control, and purchase intention. Finally, contributions and implications are discussed.

Suggested Citation

  • Wang, Stephen W. & Ngamsiriudom, Waros, 2015. "Celebrity livery featured aircraft, the Moneki Neko (fortune cat) of airlines," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 110-117.
    • Handle: RePEc:eee:jaitra:v:42:y:2015:i:c:p:110-117
    DOI: 10.1016/j.jairtraman.2014.09.005
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    Cited by:

    1. Wang, Stephen W. & Hsu, Maxwell K., 2016. "Airline co-branded credit cards—An application of the theory of planned behavior," Journal of Air Transport Management, Elsevier, vol. 55(C), pages 245-254.
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    3. Wang, Stephen W. & Kao, Grace Hsiu-Ying & Ngamsiriudom, Waros, 2017. "Consumers' attitude of endorser credibility, brand and intention with respect to celebrity endorsement of the airline sector," Journal of Air Transport Management, Elsevier, vol. 60(C), pages 10-17.
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