Exploring Customer-based Airline Brand Equity: Evidence from Taiwan

By Ching-Fu Chen, W. Tseng. Transportation journal, 2010

143 citations recorded by the source corpus.

Although branding management is important to an airline company, the existing literature on brand equity within the airline industry is sparse. This study proposes an airline brand equity model from the customer's perspective and ope rationalize s the airline brand equity with four dimensions: brand awareness, brand image, perceived quality, and brand loyalty. In addition, the inter-relationships among four dimensions and their influences on brand equity are investigated empirically. Using an empirical survey data of Taiwanese air passengers, the results reveal that brand loyalty, among other brand equity components, is the main determinant of brand equity, and a causal relationship between perceptual and behavioral dimensions is confirmed in terms of inter-relationships among brand equity components. Managerial implications in brand management and customer relationship management to the airline industry are provided.

Subfields: Economics and Econometrics, Marketing, Organizational Behavior and Human Resource Management

View Paper: https://www.semanticscholar.org/paper/b2aec5fc796ee6e4975b6566a695d46753ae7e33

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In Economics and Econometrics

Mathilda van Niekerk

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In Organizational Behavior and Human Resource Management

Citations in the corpus

Investigating attitudes towards three South American destinations in an emerging long haul market using a model of consumer-based brand equity (CBBE) (2014, unknown): “…in a variety of tourism contexts including: wineries (Lockshin & Spawton, 2001), hotels (Cobb-Walgren, Beal, & Donthu, 1995; Kayaman & Arasli, 2007; Kim, Kim, & An, 2003; Kim, Jin-Sun, & Kim, 2008), restaurants (Kim & Kim, 2005), conferences (Lee & Back, 2008) and airlines (Chen & Tseng, 2010).”
Antecedents of consumers’ Halal brand purchase intention: an integrated approach (2018, background): “In marketing, academicians and researchers (e.g. Chen and Tseng, 2010; Martensen et al., 2000; Chen and Chang, 2013; Biedenbach and Marell, 2009; Demirgüneş, 2014; Matzler et al., 2008) are generally interested in identifying the antecedents of consumers brand purchase intention as it helps…”
Effects of the intensity of use of social media on brand equity: An empirical study in a tourist destination (2018, background): “, 1995), restaurants (Kim and Kim, 2005) and airlines (Chen and Tseng, 2010).”
Re-conceptualizing customer-based destination brand equity (2019, result): “This finding has parallels with many studies in the literature (Chen & Chen, 2010; Reisinger & Turner, 2003).”