TY  - JOUR
AB  - Purpose This paper aims to explore the effectiveness of children as advertisement endorsers in the airline context, including images of safety and reliability.Design/methodology/approach This paper is intended to examine the advertising effect of endorsers (celebrities, CEOs, experts, consumers and children) in the context of the airline industry. A factorial experiment was conducted to test the communication effect (CE) of ten groups of advertisement combinations (five endorser types – with/without safety attribute).Findings The results indicate that a child endorser yielded a better CE than celebrity, CEO or typical consumer endorsers. Second, advertisements that emphasized safety had better CE than those without this emphasis. The group combining children and safety generated a better CE than most of the other groups comprising different combinations.Practical implications A child endorser and a safety message are recommended to be used in advertisements for airlines because flight passengers place importance on safety. Fragile image of child reinforces safety of an airline.Originality/value The integration of advertising endorsement and message into a conceptual model allows the current results to provide meaningful theoretical and practical implications.
VL  - 28
IS  - 11
SN  - 0959-6119
DO  - 10.1108/IJCHM-03-2015-0130
UR  - https://doi.org/10.1108/IJCHM-03-2015-0130
AU  - Kim Seongseop (Sam)
AU  - Wang Kuo-Ching
AU  - Jhu Wan-Ting
AU  - Gao Yang (Young)
PY  - 2016
Y1  - 2016/01/01
TI  - The best match-up of airline advertising endorsement and flight safety message
T2  - International Journal of Contemporary Hospitality Management
PB  - Emerald Group Publishing Limited
SP  - 2533
EP  - 2552
Y2  - 2021/01/18
ER  -