Aviation Integral Alliance Spillover Effects Of Advertising On Consumer Perception

Alliances between enterprises become the inevitable trend that deal with the fierce market competition, aviation integral alliance arises at the historic moment, the relationship of enterprises become more complex, which join in the same aviation integral alliance; the enterprises that join in the cross-industry aviation integral alliance seek development through cooperation, and the information of advertising which the company use to marketing is more diversified. Thus, the important point of research is to find:the extent of these four types of information advertising which are enterprise information advertising, alliance information advertising, Alliance+enterprise information advertising, enterprise+alliance information advertising influencing the perception of consumer; the spillover effect of enterprise information advertising and enterprise+alliance information on the the other enterprise of different fame or status in the alliance(the same industry or cross-industry).This research adopts the research method of the experimental study of test, this paper designed three experiments to collect data and analysis experimental results, the results show that:(1) in the selection of four types of information advertising (enterprise information advertising, alliance information advertising, Alliance+enterprise information advertising, enterprise+alliance information advertising), the enterprise+alliance information advertising has the most significant impact on consumer awareness, the influence of enterprise information advertising on consumers’perception is a bit weaker;(2) under the background of the same industry integration alliance, the influence of (enterprise+alliance) information advertising and (enterprise) information advertising that the enterprise of the union adopt on consumer perception of the relatively higher popularity within the alliance is less than that on the relatively lower profile enterprise, but the influence of the (enterprise) information advertising on the consumer perception of the relatively higher (lower) profile enterprise within the same coalition is less than the influence of (enterprise+alliance) information on relatively higher (lower) profile enterprise within the same coalition;(3) and under the background of cross-industry integration alliance, the (enterprise+alliance) information advertisement of the core enterprise of the union exist spillover effects on consumer perception of non-core businesses, but the spillover effects of (enterprise+alliance) information advertising of the non-core enterprises on the consumer perception of core enterprise does not exist, spillover effects between core enterprises and non-core business advertising is asymmetric.