Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs
Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs
- Neue Suche nach: Chen, Ching-Fu
- Neue Suche nach: Chang, Yu-Ying
- Neue Suche nach: Chen, Ching-Fu
- Neue Suche nach: Chang, Yu-Ying
AbstractThis study examines the relationships between brand equity, brand preference, and purchase intentions on international air passengers’ decisions in Taiwan. The findings indicate positive relationships between brand equity, brand preference, and purchase intentions with a moderation effect of switching cost affecting the relationship between brand equity and purchase intentions. More specifically, the effect of brand equity on purchase intentions is not significant for passengers with low switching costs.
Dokumentinformationen
Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs
Journal of Air Transport Management ; 14 , 1 ; 40-42
2007-01-01
3 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
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