British Airways: Brand Awareness Impact on Customer Base Growth

This research proposal investigates the impact of brand awareness on increasing visitor numbers to British Airways. It includes a literature review exploring the conceptual framework of brand awareness in the travel and tourism industry, effective strategies for enhancing brand awareness for British Airways, the advantages of increased brand awareness in growing the visitor base, and the challenges faced by British Airways due to a lack of brand awareness. The proposal outlines a quantitative research methodology, employing an epistemology philosophy with a positivism approach, and a deductive research approach to analyze data and achieve the research aim of identifying ways to increase brand awareness and its impact on improved customer base for British Airways. This document is available on Desklib, a platform offering a wealth of study resources, including past papers and solved assignments, to support students' academic endeavors.

RESEARCH PROPOSAL

Table of Contents
CHAPTER 1: INTRODUCTION..............................................................................................3
CHAPTER 2: LITERATURE REVIEW...................................................................................4
What is the conceptual framework brand awareness in context with travel and tourism
industry?.................................................................................................................................4
What are the effective ways for increasing brand awareness of British Airways..................5
What are the advantages of brand awareness in increment of visitor’s base towards British
Airways...................................................................................................................................6
What are the biggest challenges that would be faced by British Airways because of lack of
brand awareness......................................................................................................................6
CHAPTER 3: RESERACH METHODOLOGY.......................................................................7
REFERENCES.........................................................................................................................10

CHAPTER 1: INTRODUCTION
Background of the research topic
Brand awareness is the marketing process which is used by the organisation so that
they can pull potential customer toward the company’s product and services. With the fast
technological change and constant change in the environment it is becoming very necessary
for the company to increase their brand awareness so that people can recognise the company.
So if people wish to buy certain product then they will think of the company and purchase
their product from it (Sürücü and et. al, 2019). Organisation uses various innovating tool and
method to attract the buyer toward their brand and increase their profit. In the present
research the researcher has chosen the tourism sector so that they can see hoe brand
awareness impact the company. The company which is chosen in this investigation is British
airway. The company was founded in 1974. The headquarter of the company is in London,
England. So this business is chosen so that they can see the impact of brand awareness on the
company customer base. The concept is gaining more importance day by day with the rise in
the competition (Kim, Choe and Petrick, 2018).
Title: Impact of brand awareness in increasing number of visitors towards business
organisation.
Research aim: To identify the ways for increasing brand awareness along with its impact on
improved customer base: A study on British Airways
Research Objectives
 To identify the conceptual framework brand awareness in travel and tourism industry
 To determine the ways for increasing brand awareness of British Airways
 To evaluate the benefits of brand awareness in increment of visitor’s base towards
British Airways
 To examine the challenges that would be faced by British Airways because of lack of
brand awareness
Research questions
1. What is the conceptual framework brand awareness in context with travel and tourism
industry?

2. What are the effective ways for increasing brand awareness of British Airways?
3. What are the advantages of brand awareness in increment of visitor’s base towards
British Airways?
4. What are the biggest challenges that would be faced by British Airways because of
lack of brand awareness?
Research rationale
The main purpose behind choosing this topic to find out various method through
which brand awareness can be increased in tourism industry. By doing this research the two
perspectives will be achieved by the researcher this is personal and professional. The personal
motive that can be gained by this is that it will develop the existing skills and knowledge
which will help researcher to know various method or strategy that can be used to increase
brand awareness and the professional motive that can be accomplished is that it will tell the
investigator that why brand awareness is necessary and what techniques they can use. It will
also help in developing more professional skill that will help in cooperative career (Pan,
2018).
CHAPTER 2: LITERATURE REVIEW
Literature review is that part of the research which holds all the secondary
information of the topic. In short all the past published data about the topic are being obtained
in this section. This is used by the researcher so that they can gain a detailed understanding
about the topic.
What is the conceptual framework brand awareness in context with travel and tourism
industry?
As per the view of Ivanov and Webster (2019), Gone are the days when company
only think of providing the product, with the dynamic change in the environment the concept
of brand awareness is increased day by day. It is refers to as marking process which is used
by the company so that they can creates their impact on consumer mind so that they can
recognise the company. This is the technology which is used by the company so that they can
enhance the degree of consumer recognition in the market. In the tourism industry this is used
by the company so that they can leave an impact in buyers brain so that when they book an
trip they will first see the company and then make a decision. The competition in the travel
and tourism sector is so high that it is very important for the organisation to aware them about

their brand. Through this process business tries to market their goods and service in more
effective and efficient manner. This is also used so that they can attract the more loyal buyers
toward them and maintain a long lasting relationship. This also helps the organisation to each
with the target audience and sees who familiar the company is with the needs and wants of
the visitor. In today era it is very important to make alertness about the company goods and
services so that it will help the tourism industry to gain competitive advantages (Yang and
Lau, 2019).
What are the effective ways for increasing brand awareness of British Airways
According to Langaro, Rita and de Fátima Salgueiro (2018), There are so many ways
through which the British airways can increase their brand awareness strategy in the market,
some of them are:
Using native advertising: This is one of the strongest ways which can be used by the
Airways. In this company can engage with the target audience by promoting the ads in the
native language. This methods help the costumer to feel like a part of the family. It is very
true that people will always think of the brands which communicate with the through the
national culture. If British airways right fit with the surrounding then they can gain more
buyers toward them. The content can be prepared by the marketers on the local language.
Social media marketing: In the recent era the social media platforms palsy a major
role in promoting the brand. With these methods businesses can easily connect with the wider
follower. The digital platforms that can be used to crate brand awareness are Facebook,
Instagram, Twitter and many more. The British airways on continues basis provide the brand
campaign session. Through these platform companies can create the content in the form of
Images, videos and audio.
Enhancing the Search engine optimisation: This is the most effective way through
which British airway can increase their brand awareness. By using this method company can
rank their website on top of the status bar, so whenever any buyer search for the airways then
there brand will be shown at the top most. This also helps in enhancing the traffic of the
company website (Dwivedi and et. al, 2021).

What are the advantages of brand awareness in increment of visitor’s base towards British
Airways
As per the (Rajagopal, 2020), The advantages that can be get to the British airways
when they increase their brand awareness strategy. From so many years the concept is very
important for B2C and B2B marketing. Some of the advantages that can be get to the airways
when they enhance the process are;
 Increases in market share and sale: The foremost benefit that can be acquired by the
company is it will help them to gain more market share by increasing the sale of the
organization. When the buyers know about the brand then they will purchase the
service that is provided by them and this will help to enhance their sale by increasing
the revenue. If company promote their brand then they will target the specific
audience which will help them.
 Build market presence: When the business promotes their market then this will help
them to create a market presence of their company. If the company gain the
occurrence then this will help them to enhance their performance. With this they can
also make their presence in the global market and will help in the development of
economy.
 Help to compete with competitor: When British airway create their brand image then
this will help them to compete with the other airways in the UK in more competitive
way. This will build the image of the company which help them to attract the tourist
in more effective way and this will help them to boost the market power and earn
greater profit out of it (Martínez and Nishiyama, 2019).
What are the biggest challenges that would be faced by British Airways because of lack of
brand awareness
According to Veleva and Bodkin (2018), If there is lack of brand awareness of British
airway in the market then they will face lot of challenges. The foremost problem that will be
faced by them is they will not able to target the right audience for the services provided by
them, which will result in getting low acceptance and will lead to shutting down the
company. As the audience will not know about the brand then they will not purchase the
travel ticket and the revenue generation will also reduced. This will also create a challenge
where there is no communication between the buyers and the brand. In short there is no
engaged audience who will be the loyal client for the company. In fact lack of brand
awareness will also create the problem of trust among the buyers of the company’s product

and services. The next biggest challenge that will be faced by the British airway is that they
cannot survive in the competitor market were the demand of the ticket is so high. So if they
does not aware the audience about the organisation then they will not able to fight with the
rivalry in more strong way. The next problem that can also be encounter is they cannot raise
the capital from various market sources as the company is not well known by the different
investor. So they will find difficult to raise the capital for market growth. In fact the overall
market growth off the company will also be decreases and they cannot generate enough
revenue for their daily operation. This all problem can be encounter by the British Airway
when they do low promotional activity to create brand awareness (Naeem, 2019).
CHAPTER 3: RESERACH METHODOLOGY
This section is that part in the research report where all the significant activities are
being done. It is the process of identifying, collecting and analysing the information which is
required to attain the goal. It is the systematic way to provide relevant information. Research
methodology also helps the researcher to accomplish the predefined aim and objectives.
There are two type of methodology that is Quantitative and Qualitative methodology. In the
present investigation the methodology which will be selected is Quantitative methodology
because all the data that is collected will be based on umbers (Snyder, 2019).
Research Philosophy: It is the set of belief which is used by the researcher to know
the ways through which data can be gathered and use. They are divided into three parts that is
Ontology, epistemology and axiology. In the current report the investigator will choose the
Epistemology philosophy. Further this philosophy is divided into three types that are
positivism, critical realism and Interpretivism and from above the Positivism philosophy will
be selected because the report is to be evaluated and measure in numbers (Kumar, 2018).
Research Approach: It is process which is used to measure the information in
systematic manner. Deductive and inductive are the types of approach. By seeing the present
research topic the investigator will choose deductive approach to calculate the data because
this approach measure and evaluate the data in form of number and the evaluation can be
done in shorter time period as well. This is also selected because it will evaluate the specific
data (Novikov and Novikov, 2019).
Research Choice: Research choice is defined as process to gather and evaluate data
in relation to the topic of study. Mono method, mixed method and multi-method are the

choices for conducting investigation. The mono method is used when one type of information
for the study is to be collected. . The mixed method is used when information is compromise
of two or more methods of data that is qualitative and quantitative methodology. Finally, the
multi-method uses a wider selection of methods (Bairagi and Munot, 2019).
Research Strategy: This refers to the part of the research which will help the
researcher to gain the data the actual data. There are various type of strategy which can be
selected to collect the data. Action research, case study, survey, grounded theory,
experimental research, interview etc., are some of the ways through which data can be
gathered. In the current topic the researcher has chosen survey strategy to collect the dat. This
is done so that the data can be collected in number. This also helps the investigator to
gathered data from larger audience (Ledford and Gast, 2018).
Time Horizon: It refers to the time that is needed to complete the research. There are
two time horizon that is Cross sectional and longitudinal. Cross sectional is used when
information is gathered for one time and longitudinal is uses when information is gathered
multiple time in the research. In the current research Cross sectional time horizon is chosen
because data is to be used for one time only (Daniel, Kumar and Omar, 2018).
Data collection: Data collection is the technique which is used to gather the data in
more systematic way. There are two sources through which data can be obtained. Primary
sources is that tool which is used to collect the fresh data which is not used earlier by any
researcher and is collected first time for the particular report. Secondary source data the
name itself says the information which is second hand, this type of data is used by multiple
times for the particular topic by many researchers. There are various sources of secondary
data that is books and journals, magazine, online sites and many more. In the current report
the data which is collected is of primary nature because information will be in the form of
frequency distribution (Whicher, Philbin, and Aronson, 2018).
Sampling: Sampling is the process through which researcher used to select samples
from the given whole population. Majorly it is classified into probability and non-probability
sampling. In the current report the investigator has selected the probability sampling and in
that random sampling is selected because the respondent will be chosen on random basis so
that each and every one get the equal chance o get chosen. Here the each sample will be
chosen on non biasness basis. The major advantage is that accurate data can be selected. The

sample size for this report will be 25 consumer of the British airways (Säfsten and
Gustavsson, 2020).
Research instrument: It is the technique which uses various tool to collect the data.
There are various kinds of research instruments that is interview, observation, focus group,
questionnaire etc. Examiner has selected questionnaire as an instrument because it has close-
ended questions and involve human respondents. Also the data is of numeric in nature
(Gearon and Parsons, 2019).
Research Ethics: research ethics refers to the values, belief, norms and morale that
should be acquired by the researcher to conduct the investigation. This help the investigator
to regulate and practice the scientific activity which does not harm any individual or the
society. Some of the ethics that need to be follow to conduct the investigation are: honesty,
objectivity, integrity, openness, carefulness and many more (Mukhtar and et. al, 2020).
Research Limitation: Research limitations are the flaws and shortcoming which
would result the analysis of the company. There are some shortcoming that can be arises can
be limited resources, small sample size, flawed methodology and many ore. In the current
report the research limitation is improper knowledge about the brand awareness and limited
resources to gain information (Mohan and et. al, 2018).

REFERENCES
Sürücü, Ö., and et. al, 2019. Brand awareness, image, physical quality and employee
behavior as building blocks of customer-based brand equity: Consequences in the
hotel context. Journal of Hospitality and Tourism Management. 40. pp.114-124.
Kim, S.S., Choe, J.Y.J. and Petrick, J.F., 2018. The effect of celebrity on brand awareness,
perceived quality, brand image, brand loyalty, and destination attachment to a
literary festival. Journal of Destination Marketing & Management. 9. pp.320-329.
Pan, S., 2019. Tourism slogans–Towards a conceptual framework. Tourism Management. 72.
pp.180-191.
Ivanov, S. and Webster, C., 2019. Conceptual framework of the use of robots, artificial
intelligence and service automation in travel, tourism, and hospitality companies.
In Robots, artificial intelligence, and service automation in travel, tourism and
hospitality. Emerald Publishing Limited.
Yang, F.X. and Lau, V.M.C., 2019. Experiential learning for children at World Heritage
Sites: The joint moderating effect of brand awareness and generation of Chinese
family travelers. Tourism Managemen. 72. pp.1-11.
Langaro, D., Rita, P. and de Fátima Salgueiro, M., 2018. Do social networking sites
contribute for building brands? Evaluating the impact of users' participation on
brand awareness and brand attitude. Journal of Marketing Communications. 24(2).
pp.146-168.
Dwivedi, Y.K., and et. al, 2021. Setting the future of digital and social media marketing
research: Perspectives and research propositions. International Journal of
Information Management. 59. p.102168.
Rajagopal, A., 2020. Analysing brand awareness as a driver for determining brand value: a
study in telecommunications service marketing. International Journal of Services
and Operations Management. 37(2). pp.241-263.
Martínez, P. and Nishiyama, N., 2019. Enhancing customer-based brand equity through CSR
in the hospitality sector. International Journal of Hospitality & Tourism
Administration. 20(3). pp.329-353.
Veleva, V. and Bodkin, G., 2018. Corporate-entrepreneur collaborations to advance a circular
economy. Journal of Cleaner Production. 188. pp.20-37.
Naeem, M., 2019. Understanding the role of social networking platforms in addressing the
challenges of Islamic banks. Journal of Management Development.
Snyder, H., 2019. Literature review as a research methodology: An overview and
guidelines. Journal of business research. 104. pp.333-339.

Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.
Novikov, A.M. and Novikov, D.A., 2019. Research methodology: From philosophy of
science to research design. CRC Press.
Bairagi, V. and Munot, M.V. eds., 2019. Research methodology: A practical and scientific
approach. CRC Press.
Ledford, J.R. and Gast, D.L. eds., 2018. Single case research methodology. New York, NY:
Routledge.
Daniel, B., Kumar, V. and Omar, N., 2018. Postgraduate conception of research
methodology: implications for learning and teaching. International Journal of
Research & Method in Education. 41(2). pp.220-236.
Whicher, D., Philbin, S. and Aronson, N., 2018. An overview of the impact of rare disease
characteristics on research methodology. Orphanet journal of rare diseases. 13(1).
pp.1-12.
Säfsten, K. and Gustavsson, M., 2020. Research methodology: for engineers and other
problem-solvers.
Gearon, L.F. and Parsons, S., 2019. Research ethics in the securitised university. Journal of
Academic Ethics. 17(1). pp.73-93.
Mukhtar, K., and et. al, 2020. Advantages, Limitations and Recommendations for online
learning during COVID-19 pandemic era. Pakistan journal of medical
sciences. 36(COVID19-S4). p.S27.
Mohan, V.B., and et. al, 2018. Graphene-based materials and their composites: A review on
production, applications and product limitations. Composites Part B:
Engineering. 142. pp.200-220