Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs

Ching-Fu Chen and Yu-Ying Chang

Journal of Air Transport Management, 2008, vol. 14, issue 1, 40-42

Abstract: This 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.

Keywords: Brand equity; Brand preference; Purchase intentions; Switching costs; Airlines (search for similar items in EconPapers)
Date: 2008
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Citations: View citations in EconPapers (49)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:14:y:2008:i:1:p:40-42

DOI: 10.1016/j.jairtraman.2007.11.003

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