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

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  • Evangelinos, Christos
  • Tscharaktschiew, Stefan
  • Obermeyer, Andy

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.

Suggested Citation

  • Evangelinos, Christos & Tscharaktschiew, Stefan & Obermeyer, Andy, 2025. "Quantifying an Airline's brand Image: The Ryanair disutility effect," Research in Transportation Economics, Elsevier, vol. 112(C).
    • Handle: RePEc:eee:retrec:v:112:y:2025:i:c:s0739885925000836
    DOI: 10.1016/j.retrec.2025.101600
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    JEL classification:

    • C25 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Discrete Regression and Qualitative Choice Models; Discrete Regressors; Proportions; Probabilities
    • L93 - Industrial Organization - - Industry Studies: Transportation and Utilities - - - Air Transportation
    • R41 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - Transportation Economics - - - Transportation: Demand, Supply, and Congestion; Travel Time; Safety and Accidents; Transportation Noise

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