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Exploring Customer‐based Airline Brand Equity: Evidence from Taiwan

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  • Ching‐Fu Chen
  • Wen‐Shiang Tseng

Abstract

Although branding management is important to an airline company, the existing literature on brand equity within the airline industry is sparse. This study proposes an airline brand equity model from the customer's perspective and ope rationalize s the airline brand equity with four dimensions: brand awareness, brand image, perceived quality, and brand loyalty. In addition, the inter‐relationships among four dimensions and their influences on brand equity are investigated empirically. Using an empirical survey data of Taiwanese air passengers, the results reveal that brand loyalty, among other brand equity components, is the main determinant of brand equity, and a causal relationship between perceptual and behavioral dimensions is confirmed in terms of inter‐relationships among brand equity components. Managerial implications in brand management and customer relationship management to the airline industry are provided.

Suggested Citation

  • Ching‐Fu Chen & Wen‐Shiang Tseng, 2010. "Exploring Customer‐based Airline Brand Equity: Evidence from Taiwan," Transportation Journal, John Wiley & Sons, vol. 49(1), pages 24-34, January.
    • Handle: RePEc:wly:transj:v:49:y:2010:i:1:p:24-34
    DOI: 10.2307/40904819
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    References listed on IDEAS

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    1. Chen, Ching-Fu & Chang, Yu-Ying, 2008. "Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs," Journal of Air Transport Management, Elsevier, vol. 14(1), pages 40-42.
    2. Park, Jin-Woo & Robertson, Rodger & Wu, Cheng-Lung, 2004. "The effect of airline service quality on passengers’ behavioural intentions: a Korean case study," Journal of Air Transport Management, Elsevier, vol. 10(6), pages 435-439.
    3. Park, Jin-Woo, 2007. "Passenger perceptions of service quality: Korean and Australian case studies," Journal of Air Transport Management, Elsevier, vol. 13(4), pages 238-242.
    4. Carol J. Simon & Mary W. Sullivan, 1993. "The Measurement and Determinants of Brand Equity: A Financial Approach," Marketing Science, INFORMS, vol. 12(1), pages 28-52.
    5. Yoo, Boonghee & Donthu, Naveen, 2001. "Developing and validating a multidimensional consumer-based brand equity scale," Journal of Business Research, Elsevier, vol. 52(1), pages 1-14, April.
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    Cited by:

    1. Nicolò Masorgo & Saif Mir & Adriana Rossiter Hofer, 2022. "Expectations vs Experience: Managing the Adverse Effects of Service Failures on Customer Satisfaction in the Airline Industry," Transportation Journal, John Wiley & Sons, vol. 61(3), pages 231-262, June.
    2. 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).
    3. Terry L. Esper & Simone T. Peinkofer, 2017. "Consumer‐Based Supply Chain Management Performance Research: A Structured Literature Review," Transportation Journal, John Wiley & Sons, vol. 56(4), pages 395-428, October.

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