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.

• Lui Lam(London South Bank University)
• Margaret Mak(London South Bank University)
• Ronnie Cheung(Hong Kong Polytechnic University)