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International Consumers Airline Experiences and Negative Brand Emotions Expressed on Social Media: A Consumer Perspective
Jönköping University, Jönköping International Business School, JIBS, Business Administration.
Jönköping University, Jönköping International Business School, JIBS, Business Administration.ORCID iD: 0000-0002-0514-6194
Jönköping University, Jönköping International Business School, JIBS, Business Administration. Jönköping University, Jönköping International Business School, JIBS, Media, Management and Transformation Centre (MMTC).ORCID iD: 0000-0002-6633-632X
2018 (English)In: Proceedings of the 44th annual conference of european international business academy: International Business in a Transforming World – the Changing Role of States and Firms / [ed] Barbara Jankowska, Anna Matysek-Jędrych, Katarzyna Mroczek-Dąbrowska, Poznań University of Economics and Business , 2018, p. 148-149Conference paper, Oral presentation with published abstract (Refereed)
Abstract [en]

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.

Place, publisher, year, edition, pages
Poznań University of Economics and Business , 2018. p. 148-149
National Category
Business Administration
Identifiers
URN: urn:nbn:se:hj:diva-43387ISBN: 978-83-952955-0-8 (electronic)OAI: oai:DiVA.org:hj-43387DiVA, id: diva2:1299539
Conference
44th European International Business Academy Conference (EIBA 2018), December 13-15, Poznan, Poland, 2018
Available from: 2019-03-27 Created: 2019-03-27 Last updated: 2019-03-27Bibliographically approved

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Manzoor, AyeshaMüllern, TomasBerndt, Adele

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