It’s reassuring confirmation that the pandemic has not altered the perception of value and prestige of brands that feature on airport media, and even increased the B2B brand value to those who flew during the peak.
A recent study has proven that consumers view brands that advertise in airports as more prestigious and of higher value when compared to other media, and are subsequently prepared to pay more for the advertised products.
The study tested how the choice of an advertising medium can influence consumer perception of a brand. When fictitious fragrance and B2B brands were represented across airports and other media platforms, such as TV and print, those that were viewed in airport settings were perceived to be the most prestigious and of the highest value.
Passengers view airport settings as prestigious and luxurious environments, even when they endure a negative airport experience. That is valuable information for any brand wanting to boost the perception of the quality and price of its products.