Exploring Customer-based Airline Brand Equity – Evidence from Taiwan

摘要

Although the branding management is important to an airline company, the existingrnliterature on brand equity with the airline industry is still sparse. This study proposesrnan airline brand equity model from customer's perspective and operationalises thernairline brand equity with four dimensions including brand awareness, brand image,rnperceived quality and brand loyalty. In addition, the inter-relationships among fourrndimensions and their influences on brand equity are investigated empirically. Usingrnan empirical survey data of Taiwanese air passengers, the results reveal that brandrnloyalty, among other brand equity components, is the main determinant of brandrnequity, and a causal relationship between perceptual and behavioral dimensions isrnconfirmed in terms of inter-relationships among brand equity components.rnManagerial implications in brand management and customer relationshiprnmanagement to airline industry are provided.