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Consumer Attitude Towards The Spirit Airline Online Advertising, Tamilla Curtis, Blaise Waguespack, Anke Arnaud
Consumer Attitude Towards The Spirit Airline Online Advertising, Tamilla Curtis, Blaise Waguespack, Anke Arnaud
Dr. Tamilla Curtis
The airline industry is one of the most competitive industries worldwide. The Resource-Based View of the firm claims that a firm should possess a bundle of tangible and intangible resources, including assets, endowments, and capabilities, that create a sustainable competitive advantage. Airlines utilize similar type of resources, including aircraft with similar features, flying to the same destinations, and at the same speed. With intense competition, airlines have to rely on advertising to differentiate their products and to create a brand awareness to attract more passengers.
Ethics in advertising is a continuously evolving field. While most of the airlines promote their …