Exploring Customer-based Airline Brand Equity: Evidence from Taiwan

The authors of this study examine brand equity within the airline industry. They propose a relationship model of brand equity that involves brand awareness, perceived quality, brand image, and brand loyalty in the context of airline services. They suggest that brand awareness is important in helping a particular airline become a customer’s decision choice set. Using an empirical survey data of Taiwanese air passengers, the researchers found that brand loyalty is the primary determinant of brand equity. In addition they note a causal relationship between perceptual and behavioral dimensions in terms of inter-relationships among brand equity components.

  • Availability:
  • Authors:
    • Chen, Ching-Fu
    • Tseng, Wen-Shiang
  • Publication Date: 2010-1


  • English

Media Info

Subject/Index Terms

Filing Info

  • Accession Number: 01152726
  • Record Type: Publication
  • Source Agency: UC Berkeley Transportation Library
  • Files: BTRIS, TRIS
  • Created Date: Mar 2 2010 4:17PM