Emirates Airline’s marketing communication strategy

Király Lilla (2024) Emirates Airline’s marketing communication strategy. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

	PDF KiralyLilla_Emirates_2024.pdf Hozzáférés joga: Csak nyilvántartásba vett egyetemi IP címekről nyitható meg Download (1MB)
	PDF Király Lilla BA KM angol bírálati lap KÜLSŐ.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (294kB)
	PDF BA KM angol bírálati lap BELSŐ_Lilla_Kiraly.pdf Hozzáférés joga: Bizalmas dokumentum (bírálat) Download (184kB)

Absztrakt (kivonat)

This thesis examines Emirates Airline’s marketing communication strategy, focusing on its approach to branding, advertising and customer engagement in the highly competitive aviation industry. The research aims to understand how Emirates position itseft as a premium global airline while balancing exclusivity and accessibility. With the use of both primary and secondary research, the study investigates the airline’s branding, use of traditional and digital media, customer relationship management (CRM) and cultural sensitivity.The literature analysis underlines Emirates strategic use of their marketing tagline, "Fly Better," to appeal to a wide-range of consumer demographics. Its advertising, which has a significant presence on social media sites like Facebook and Instagram, combines elegance, innovation and cultural awareness. Emirates reinforces its image as a symbol of luxury and quality through personalised marketing and innovative promotions, such as the Burj Khalifa A380 promotion.A quantitative survey was used to collect primary research data from 103 individuals, most of themwere between the ages of 18 and 25, with a range of travel preferences andfamiliarity with Emirates. The findings showed that just 28% of respondents had taken a flight with Emirates, althought theairline having a high level of brand recognition (99% awareness). Important conclusions revealed that respondents related Emirates to worldwide connection, first-rate customer service and luxury. However, the study highlighted issues with perceived accessibility, as premium services are frequently considered as limited to richer users.Emirates' success, according to the thesis, probably due to its ability to communicate a strong brand identity while engaging a variety of consumers with customised messaging. Using loyalty programs like Skywards and increasing cultural and regional customisation are the primary recommendations in order to improve inclusiveness and maintain global leadership.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	airlines, Aviation industry, communication, CRM, Emirates
SWORD Depositor:	User Archive
Felhasználói azonosító szám (ID):	User Archive
Rekord készítés dátuma:	2025. Már. 25. 11:22
Utolsó módosítás:	2025. Már. 25. 11:22

Actions (login required)

Tétel nézet