IIUM Repository

International passenger perception on airport branding strategy: evidence from Malaysia

Mohd Thas Thaker, Hassanudin and Ah Mand, Abdollah and Hock Leong, Chan and Khaliq, Ahmad and Mohd Thas Thaker, Mohamed Asmy and Allah Pitchay, Anwar (2022) International passenger perception on airport branding strategy: evidence from Malaysia. International Journal of Economics, Management and Accounting, 30 (1). pp. 1-25. E-ISSN 2462-1420

[img] PDF (Article) - Published Version
Restricted to Registered users only

Download (337kB) | Request a copy


This study aimed at analyzing international passenger perceptions of Kuala Lumpur International Airport (KLIA) branding strategies. We used a self- administrated questionnaire distributed to 212 international passengers at KLIA. The structured questionnaire consists of two parts: i) respondent demographic profiles, and (ii) perceptions on branding strategies. The first part collected data on gender, age and marital status, frequency of departure or arrival at KLIA, and the purpose of visiting Malaysia. The second part covered branding perception as measured by seven factors such as choice of food and beverage outlets (CFBO), selection of retail outlets (SRO), retail pricing (RP), layout and design (LD), services and entertainment (SE), service staff (SS), and logos, slogans and wordmarks (LSW) at KLIA. For this research, the Smart Partial Least Square Version 3 was used for data analysis. The findings reveal that choice of food and beverage outlets, layout and design, selection of retail outlets, retail pricing, service staff are found to be significant in the branding perception of KLIA. These findings lend support to the argument on the branding perception of the airport and offer several policy implications from a literature and practical point of view with regard to KLIA branding.

Item Type: Article (Journal)
Uncontrolled Keywords: Airport, Perception, Branding, Strategy, Malaysia
Subjects: H Social Sciences > H Social Sciences (General)
Kulliyyahs/Centres/Divisions/Institutes (Can select more than one option. Press CONTROL button): Kulliyyah of Economics and Management Sciences > Department of Economics
Kulliyyah of Economics and Management Sciences
Depositing User: Dr Mohamed Asmy Bin Mohd Thas Thaker
Date Deposited: 30 Jun 2022 11:18
Last Modified: 30 Jun 2022 11:19
URI: http://irep.iium.edu.my/id/eprint/98568

Actions (login required)

View Item View Item


Downloads per month over past year