KOREASCHOLAR

AN EXAMINATION OF THE DETERMINANTS OF BRAND LOYALTY IN AIRLINE INDUSTRY

Lui Lam, Margaret Mak, Ronnie Cheung
  • LanguageENG
  • URLhttp://db.koreascholar.com/Article/Detail/271127
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Global Marketing Conference
2014 Global Marketing Conference at Singapore (2014.07)
pp.538-554
글로벌지식마케팅경영학회 (Global Alliance of Marketing & Management Associations)
Abstract

This study investigates the factors that influence brand loyalty in the airline industry. A survey using a sample of 106 travelers was conducted. Results of statistical analysis show that the influence of perceived quality and brand association on brand loyalty was mediated by brand equity. Brand satisfaction and perceived value were also found to have a direct influence on brand loyalty. The research findings provide valuable information for marketers, academics and practitioners for investigating brand loyalty of customers.

Keyword
Brand loyaltyAirline industryPerceived valueBrand Equity ModelPerceived quality
Author
  • Lui Lam(London South Bank University)
  • Margaret Mak(London South Bank University)
  • Ronnie Cheung(Hong Kong Polytechnic University)