The Impact of Brand Communication on Consumer Attitudes: Example in the Airlines Industry

This study drew insights from the Rossiter-Percy Grid Theory, which provides a framework for understanding brand communication strategies based on consumer motivation and involvement levels. The theory was applied to examine the effect of brand communication on the preference of airline companies in Kenya, focusing on social media as a branding tool. The study employed a survey research design, collecting data from a sample of 412 airline consumers through an online questionnaire distributed via Google Forms. Data analysis involved both descriptive and inferential statistics, assessing the association between social media usage for brand communication and airline preference, Findings revealed that there was no statistically significant association between social media brand communication and airline preference. However, this does not imply that social media lacks a role in brand communication. Instead, the study highlighted that while social media alone may not directly influence airline preference, it remains an essential tool for enhancing brand awareness, engagement, and consumer perception. The study suggested that airline companies should integrate social media with other rational and emotional brand communication strategies, as outlined in the Rossiter-Percy Theory. This includes leveraging functional benefits, emotional appeal, and brand personality to create a more comprehensive and effective brand positioning strategy.