Airline brand equity: do advertising and sales promotion matter? An empirical evidence from UAE traveler’s perspective Available to Purchase

Bushra K. Mahadin is Associate Professor at the Marketing Department at the American University of Madaba (AUM). Dr Mahadin has a PhD in Banking and Financial Sciences/Marketing from the Arab Academy for Banking and Financial Sciences 2010, with a research interest in children’s consumption behavior. She has served as the first marketing department chair at AUM for the academic year 2012–2013. Dr Mahadin has chaired and served on many academic committees at the FBF, and she supervises BA student’s graduation projects. Additionally, she has been actively involved in extensive teaching, innovation in curriculum development, building student-centered learning environment, enhancing faculty and staff development and trying to improve research productivity. Her research interests are in the fields of e-service quality, e-word of mouth, e-marketing, consumer behavior and services marketing. Dr Mahadin has published in several international journals including International Journal of Emerging Markets, Internet Research, International Journal of Applied Business and Economic Research, International Journal of Services Economics and Management, International Journal of Electronic Marketing and Retailing, British Journal of Middle Eastern Studies, International Journal of Web Based Communities, International Journal of Strategic Decision Sciences and Jordan Journal of Social Sciences. Before embarking on academia, Dr Mahadin has worked in a number of jobs in the Jordanian public and private sectors, mainly in market research and product research and development, where I had to conduct market surveys in different areas, monitor and participate in the development of new products and develop and implement marketing plans and budgets.

Prof Amjad Abu ELSamen has a PhD in Marketing with specialization in Business Data Mining. He is Professor of Marketing at College of Business, Zayed University. Dr Amjad research focuses on brand equity, enhancing customers’ experience and firm performance. His research has appeared in leading marketing journals such as Marketing Intelligence and Planning, Journal of Retailing and Consumer Services, International Journal of Quality and Reliability Management, Journal of Product and Brand Management and Journal of Internet Commerce. Dr Amjad successfully managed research projects in the field of customer satisfaction, shopping malls and tourism. He holds SAS predictive modeling certification, received the SAS data-mining certificate and won an international tournament in modeling and data mining.

Dr Mohammed Ismail El-Adly (PhD) is Associate Professor of Marketing and Head of Marketing, International Business and Innovation Division at Abu Dhabi University. Dr El-Adly received his PhD in marketing as co-supervision between Cairo University and Huddersfield University Business School in England. Prior to joining Abu Dhabi University, Dr El-Adly worked in Cairo University for more than 15 years and UAE University for 10 years. His main research interests are consumer behavior, retailing, market segmentation and hospitality. He published many articles in the marketing field in refereed international and Arab region journals. His work has been published in the Journal of Retailing and Consumer Services (by Elsevier), Journal of Product and Brand Management (by Emerald), Facilities Journal (by Emerald), International Journal of Retail and Distribution Management (by Emerald), International Journal of Customer Relationship Marketing and Management (by IGI Global), International Journal of Business and Social Science, Journal of Economics and Administrative Sciences (by Emerald) and Arab Journal of Administrative Sciences. His research paper titled “Measuring the perceived value of malls in a non-Western context: the case of the UAE, International Journal of Retail and Distribution Management, Vol. 43, No. 9, pp. 849–869” has won the Outstanding Paper Award in Emerald Literati Network Awards for Excellence 2016 and became the journal sample article for two years. He is also a reviewer for international journals published by Elsevier and Emerald. Dr El-Adly has a large experience in consulting and professional training in marketing and management.