A Study on the Impact of Airline Corporate Reputation on Brand Loyalty
- 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.
- Full Text: PDF
- DOI:10.5539/ibr.v10n1p59
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