Quantifying an Airline's brand Image: The Ryanair disutility effect

Christos Evangelinos, Stefan Tscharaktschiew and Andy Obermeyer

Research in Transportation Economics, 2025, vol. 112, issue C

Abstract: This paper supports the hypothesis that airline brand image might seriously impact passenger booking behavior. To offset the disadvantage associated with a negative image, an airline will need to decrease ticket prices. Thus, airline brand name reputation can be monetized and translated into airline revenue loss.

Keywords: Choice modeling; Itinerary choice; Disutility effect; Airline image (search for similar items in EconPapers)
JEL-codes: C25 L93 R41 (search for similar items in EconPapers)
Date: 2025
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DOI: 10.1016/j.retrec.2025.101600

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