Impact of using humor advertisement on airline customers’ mental image

  • Released On
    Tuesday, 07 November 2017
  • Author(s)
  • DOI
    http://dx.doi.org/10.21511/im.13(3).2017.03
  • Article Info
    Volume 13 2017, Issue #3, pp. 25-32
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    2 articles
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This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License

The study aims to investigate the impact of using humor advertisements on airline customers’ mental image. To achieve the main objective, a questionnaire was designed according to research hypotheses. The study population consists of airline customers that operate in Jordan and those who were exposed to a humor advertisement on the planes. Each person was asked before filling the questionnaire if he was previously exposed during one of his flights to humor advertisement or not. A convenient sample of 700 people was selected, 587 valid questionnaires have been collected. The research concluded that humor advertising has a significant impact on the formation of airline customers’ mental image, moreover, aggressive humor variable is considered the most influential variable on airline customers’ mental image. The research suggested some recommendations, such as: airlines should adopt humorous marketing activities in high level, and to benefit from leading companies experiences in order to meet customer needs and desires.

As well as, they should encourage customers to respond to them in expressing their opinion about humor advertisements they make.

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    • Fig. 1. Research model
    • Table 1. Study sample distribution according to gender
    • Table 2. Study sample distribution according to age
    • Table 3. Study sample distribution according to educational level
    • Table 4. Study sample distribution according monthly income
    • Table 5. Means and standard deviations of sample’s responses regarding the affiliated humor variable
    • Table 6. Means and standard deviations of sample’s responses regarding the self-promotion humor variable
    • Table 7. Means and standard deviations of sample’s responses regarding the self-defeating humor variable
    • Table 8. Means and standard deviations of sample’s responses regarding the aggressive humor variable
    • Table 9. Means and standard deviations of sample’s responses regarding the mental image variable
    • Table 10. Humor advertisement has significant impact in airlines customers’ mental image