An empirical investigation into the changing visual identity of full service and low cost carriers, 2000 vs. 2012
Visualitza/Obre
Estadístiques de LA Referencia / Recolecta
Inclou dades d'ús des de 2022
Cita com:
hdl:2099/14290
Tipus de documentArticle
Data publicació2013-12
EditorEscola Tècnica Superior d'Enginyeries Industrial i Aeronàutica de Terrassa. Universitat Politècnica de Catalunya
Condicions d'accésAccés obert
Llevat que s'hi indiqui el contrari, els
continguts d'aquesta obra estan subjectes a la llicència de Creative Commons
:
Reconeixement-NoComercial 3.0 Genèrica
Abstract
Purpose: This paper reports on the findings of an analysis of the visual branding of over 630 airline tail fins as they appeared
in 2000 and 2012.
Design/methodology: Unlike existing studies of airlines’ visual identities that rely on a snap shot in time and examine all airlines,
this paper focuses on changes that have occurred in the visual branding of full-service carriers (FSCs) and low cost carriers
(LCCs) between 2000 and 2012 using a semiotic content analysis.
Findings: The results confirm that there have been significant changes in the visual content of FSC and LCC tail fins and the
way in which these airlines portray non-price competitive characteristics. The research shows that while an increasing
number of LCCs now use aircraft tail fins to display their corporate name, FSCs are increasingly employing icons of
nationhood. This suggests that while LCCs are trying to appeal to a wide passenger demographic who value low fares over
service, FSCs are responding to the competitive threat by explicitly drawing on the cultural rhetoric of symbols of sovereign
national identity to differentiate themselves in an increasingly competitive market.
Originality/value: This paper builds on previous analyses of this type focusing on temporal comparisons and suggesting
differing strategies adopted by LCCs and FSCs.
CitacióTaylor, Adam; Pitfield, David; Budd, Lucy. An empirical investigation into the changing visual identity of full service and low cost carriers, 2000 vs. 2012. "Journal of Airline and Airport Management", Desembre 2013, vol. 3, núm. 1, p. 1-17.
ISSN2014-4806
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16-152-1-PB.pdf | Article principal | 340,2Kb | Visualitza/Obre |