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A Study on the Impact of Airline Corporate Reputation on Brand Loyalty

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  • Eun-Ju Seo
  • Jin-Woo Park

Abstract

This study analyzes the impact of airline corporate reputation on brand loyalty. An empirical analysis is carried out via a questionnaire survey of Korean airline passengers. The results from 250 respondents are then investigated using structural equation modeling. Airline corporate reputation is shown to have a significant influence on brand image, price, perceived service quality, and brand preference. In addition, price, perceived service quality, and brand preference have a statistically significant influence on behavioral loyalty and attitudinal loyalty.

Suggested Citation

  • Eun-Ju Seo & Jin-Woo Park, 2017. "A Study on the Impact of Airline Corporate Reputation on Brand Loyalty," International Business Research, Canadian Center of Science and Education, vol. 10(1), pages 59-67, January.
    • Handle: RePEc:ibn:ibrjnl:v:10:y:2017:i:1:p:59-67
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    References listed on IDEAS

    as
    1. Richard H. Thaler, 2008. "Mental Accounting and Consumer Choice," Marketing Science, INFORMS, vol. 27(1), pages 15-25, 01-02.
    2. Bettman, James R & Park, C Whan, 1980. "Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 7(3), pages 234-248, December.
    3. Stuart, Elnora W & Shimp, Terence A & Engle, Randall W, 1987. "Classical Conditioning of Consumer Attitudes: Four Experiments in an Advertising Context," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 14(3), pages 334-349, December.
    Full references (including those not matched with items on IDEAS)

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    More about this item

    Keywords

    airline corporate reputation; brand image; price; perceived service quality; brand preference; brand loyalty;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

    Statistics

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