The role of brand image in forming airlines passengers' purchase intention: study of Iran aviation industry

Majid Mohammad Shafiee, Ali Sanayei, Arash Shahin and Hossein Rezaei Dolatabadi

International Journal of Services and Operations Management, 2014, vol. 19, issue 3, 360-376

Abstract: Brand is regarded as one of the most important assets of a company and plays a key role in its success. Among various dimensions mentioned for brand, in this survey the brand image has been concentrated. Having identified the most important indicators of forming brand image, the aim of this survey is to state its role in influencing passengers' purchase intention in Iran's aviation industry. For this purpose, structural equation modelling (SEM) method has been used. The research sample includes Iran airlines' passengers. A questionnaire has been used to collect information. Findings indicate that the brand image and its indicators have an important and detrimental role in passengers' purchase intention, and estimate a considerable portion of purchase intention variance.

Keywords: branding; brand image; purchase intention; aviation industry; airline brands; airline passengers; purchase intention; Iran; structural equation modelling; SEM. (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (2)

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