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

In: Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024)

Author

Listed:
  • 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)

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.

Suggested Citation

  • Hongde Liu & Tingyu Luo & Zhe Ma & Peng Meng & Jun Wang & Weiguo Fang, 2024. "Factors Influencing Consumer Acceptance of China’s Civil Aviation Brands: An Examination from a Cognitive Perspective," Advances in Economics, Business and Management Research, in: Kun Zhang & Hang Luo & Tang Yao & Hongbo Li (ed.), Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024), pages 45-54, Springer.
    • Handle: RePEc:spr:advbcp:978-94-6463-638-3_7
    DOI: 10.2991/978-94-6463-638-3_7
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