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Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry

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  • Dirsehan, TaÅŸkın
  • KurtuluÅŸ, Sema

Abstract

This study extends the previous brand image measurement processes by using a mixed (qualitative and quantitative) methodology, drawing upon a cognitive approach to represent consumers' minds as a network. Therefore, three consecutive studies have been designed from a sample of 1000 passengers to construct four distinct concept maps and a common one pertaining to four Turkish airline companies. The results show the importance of increasing flight comfort, training cabin crew, providing free appetizers, improving service quality, and ensuring timely departures in creating and sustaining a positive brand image. Academicians could use this methodology as an alternative technique to the traditional ones and practitioners could use it to evaluate brands' competitive advantages to create powerful brand images in consumers’ minds.

Suggested Citation

  • Dirsehan, TaÅŸkın & KurtuluÅŸ, Sema, 2018. "Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry," Journal of Air Transport Management, Elsevier, vol. 67(C), pages 85-93.
    • Handle: RePEc:eee:jaitra:v:67:y:2018:i:c:p:85-93
    DOI: 10.1016/j.jairtraman.2017.11.010
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    References listed on IDEAS

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    Cited by:

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    3. Heesup Han & Taeyeon Eom & Hyunah Chung & Soyeun Lee & Hyungseo Bobby Ryu & Wansoo Kim, 2019. "Passenger Repurchase Behaviours in the Green Cruise Line Context: Exploring the Role of Quality, Image, and Physical Environment," Sustainability, MDPI, vol. 11(7), pages 1-15, April.
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    5. Shu-Hsien Liao & Da-Chian Hu & Huan-Lun Chou, 2022. "Consumer Perceived Service Quality and Purchase Intention: Two Moderated Mediation Models Investigation," SAGE Open, , vol. 12(4), pages 21582440221, December.

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