Factors Influencing Consumer Acceptance of China’s Civil Aviation Brands: An Examination from a Cognitive Perspective

Hongde Liu (), Tingyu Luo (), Zhe Ma (), Peng Meng (), Jun Wang () and Weiguo Fang ()
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Hongde Liu: Beihang University, School of Economics and Management
Tingyu Luo: Beihang University, School of Economics and Management
Zhe Ma: AVIC China Aero–polytechnology Establishment
Peng Meng: AVIC China Aero–polytechnology Establishment
Jun Wang: Beihang University, School of Economics and Management
Weiguo Fang: Beihang University, School of Economics and Management

A chapter in Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024), 2024, pp 45-54 from Springer

Abstract: Abstract Esteemed international aviation brands have managed to cultivate a loyal consumer base, thereby emphasizing the significance of public acceptance towards Chinese civil aviation brands for the development of China's civil aviation (CCA) market. In this study, we aim to explore the influence of brand expectation and brand perceived quality on the acceptance factors for CCA brands, from the perspective of consumer cognition. Our findings reveal that both brand perceived quality and consumer expectation exert a positive and substantial impact on brand acceptance. Furthermore, it is worth noting that brand image plays a significant role in mediating these two impact pathways.

Keywords: Chinese Civil Aviation Brands; Consumer Cognition; Brand Acceptance; Brand Image; Brand Perceived Quality (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:spr:advbcp:978-94-6463-638-3_7

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DOI: 10.2991/978-94-6463-638-3_7

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