ارزش برند مبتنی بر مالی فرودگاه بین المللی اینچئون
|کد مقاله||سال انتشار||تعداد صفحات مقاله انگلیسی||ترجمه فارسی|
|50753||2013||20 صفحه PDF||سفارش دهید|
Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)
Journal : The Asian Journal of Shipping and Logistics, Volume 29, Issue 2, August 2013, Pages 267–286
Since brand is recognized as one of the most significant intangible assets to firms, branding strategy has become a top management priority. To stay competitive in the global economy, airports are required to identify their own brand value accurately for better management. While there are a multitude of studies using marketing approach, few studies have attempted to quantify the airport's brand value with a financial technique. Therefore, this paper aims to investigate the brand value in the airport context focusing on Incheon International airport (ICN) by comparing it with one of other international airports (i.e., NRT, PVG, HKG, SIN, AMS and CDG) using sales of each airport. The result shows that ICN has the fourth highest brand value among them, which demonstrates the need to improve its competitive advantage through effective branding strategy. Based on the findings, managerial implications are suggested.