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Cathay Pacific is the flag carrier of Hong Kong with its head office and main hub located at Hong Kong International Airport. The airline's operations and its subsidiaries have scheduled passenger and cargo services to over 190 destinations and more than 60 countries worldwide including codeshares and joint ventures.
Hong Kong Dragon Airlines Limited, also known as Cathay Dragon (國泰港龍航空) and until 2016, Dragonair, was a Hong Kong-based international regional airline, with its corporate headquarters and main hub at Hong Kong International Airport. In the final year before it ceased flying, the airline operated a scheduled passenger network to around 50 destinations in 14 countries and territories across Asia. Additionally, the airline had three codeshares on routes served by partner airlines. It had an all-Airbus fleet of 35 aircraft, consisting of A320s, A321s, and A330s.
In marketing, promotion refers to any type of marketing communication used to inform target audiences of the relative merits of a product, service, brand or issue, persuasively. It helps marketers to create a distinctive place in customers' mind, it can be either a cognitive or emotional route. The aim of promotion is to increase brand awareness, create interest, generate sales or create brand loyalty. It is one of the basic elements of the market mix, which includes the four Ps, i.e., product, price, place, and promotion.
Hong Kong Express or HK Express (HKE) is a Hong Kong–based low-cost airline fully owned by Cathay Pacific Airways. It provides scheduled air service to 27 destinations in Asia, including Cambodia, China, Japan, South Korea, Taiwan, Thailand and Vietnam. The airline's main hub at Hong Kong International Airport uses a fleet that consists exclusively of the Airbus A320 and A321 family. The company slogan is Gotta Go.
In marketing and consumer behaviour, brand loyalty describes a consumer's persistent positive feelings towards a familiar brand and their dedication to purchasing the brand's products and/or services repeatedly regardless of deficiencies, a competitor's actions, or changes in the market environment. It can also be demonstrated with other behaviors such as positive word-of-mouth advocacy. Corporate brand loyalty is where an individual buys products from the same manufacturer repeatedly and without wavering, rather than from other suppliers. Loyalty implies dedication and should not be confused with habit, its less-than-emotional engagement and commitment. Businesses whose financial and ethical values rest in large part on their brand loyalty are said to use the loyalty business model.
Influencer marketing is a form of social media marketing involving endorsements and product placement from influencers, people and organizations who have a purported expert level of knowledge or social influence in their field. Influencers are someone with the power to affect the buying habits or quantifiable actions of others by uploading some form of original—often sponsored—content to social media platforms like Instagram, YouTube, Snapchat, TikTok or other online channels. Influencer marketing is when a brand enrolls influencers who have an established credibility and audience on social media platforms to discuss or mention the brand in a social media post. Influencer content may be framed as testimonial advertising.
Digital marketing is the component of marketing that uses the Internet and online-based digital technologies such as desktop computers, mobile phones, and other digital media and platforms to promote products and services. It has significantly transformed the way brands and businesses utilize technology for marketing since the 1990s and 2000s. As digital platforms became increasingly incorporated into marketing plans and everyday life, and as people increasingly used digital devices instead of visiting physical shops, digital marketing campaigns have become prevalent, employing combinations of search engine optimization (SEO), search engine marketing (SEM), content marketing, influencer marketing, content automation, campaign marketing, data-driven marketing, e-commerce marketing, social media marketing, social media optimization, e-mail direct marketing, display advertising, e-books, and optical disks and games have become commonplace. Digital marketing extends to non-Internet channels that provide digital media, such as television, mobile phones, callbacks, and on-hold mobile ringtones. The extension to non-Internet channels differentiates digital marketing from online marketing.
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Asia Miles is a loyalty and frequent-flyer program launched by Cathay Pacific. Launched in February 1999, it allows members to earn miles by making different purchases with co-branded credit cards or on partnered flights, hotels, dining, financial services, retail, and technology products and services. Membership is free and open to individuals aged two or above.
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No Regrets is a 2010 Hong Kong period television drama created and produced by Lee Tim-shing for TVB as a grand production. Set in Canton, Republic of China during the years of the Second Sino-Japanese War, it follows the lives of Lau Sing and Cheng Kau-mui, who go against all odds to protect their families from the violence of war.
Word-of-mouth marketing is the communication between consumers about a product, service, or company in which the sources are considered independent of direct commercial influence that has been actively influenced or encouraged as a marketing effort. While it is difficult to truly control word of mouth communication, there are three generic avenues to 'manage' word of mouth communication for the purpose of word-of-mouth marketing, including:
Eddie Lau Pui-Kei is a fashion designer in Hong Kong. Lau has worked in the fashion industry since 1962 until his retirement in 1999, but continues working in fashion. His career peaked in the 1980s, when he designed haute couture and stage costumes for celebrities including Anita Mui, Leslie Cheung, Eunice Lam, Bak Sheut-sin, Liza Wang, and Michelle Yeoh. Lau was also employed to design uniforms for international brands – Cathay Pacific, Cathay Dragon (2013) and gained recognition for this work.
Kevin Yeung Yun-hung is a Hong Kong government official. He is the current Secretary for Culture, Sports and Tourism, serving since 2022.
Xiaohongshu, also known as RED, is a social media and e-commerce platform. It has been described as "China's answer to Instagram", and is sometimes referred to as "Chinese Instagram".
The Cathay Pacific discrimination scandal refers to a series of alleged discrimination incidents by the flight attendants against multiple passengers aboard Cathay Pacific Flight 987, flying from Chengdu Tianfu International Airport in mainland China to Hong Kong International Airport in the Hong Kong Special Administrative Region on May 21, 2023.
References
- 1 2 Colliander, Jonas; Hauge Wien, Anders (2013-01-01). "Trash talk rebuffed: consumers' defense of companies criticized in online communities". European Journal of Marketing. 47 (10): 1733–1757. doi:10.1108/EJM-04-2011-0191. ISSN 0309-0566.
- 1 2 3 Au, Cheuk Hang; Ho, Kevin K. W.; Law, Kris M. Y. (2021-11-02). "The bright and dark of consumers' online brand defending behaviors: exploring their enablers, realization, and impacts". Journal of Organizational Computing and Electronic Commerce. 31 (3): 171–191. doi:10.1080/10919392.2021.1949192. ISSN 1091-9392. S2CID 242043846.
- ↑ Meeks, Travis (2023-01-07). "Millennial Consumer Behavior: 20 Stats About Gen Ys' Finances". AnalyticsIQ. Retrieved 2023-11-24.
- ↑ "Cathay Pacific fires 3 cabin crew members accused of insulting non-English speakers". Young Post. 2023-05-24. Retrieved 2023-11-24.
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