TY - JOUR
T1 - Airline brand equity, brand preference, and purchase intentions-The moderating effects of switching costs
AU - Chen, Ching Fu
AU - Chang, Yu Ying
N1 - Funding Information:
The authors are grateful to the National Science Council (NSC), Taiwan, for financial support (NSC 96-2416-H-006-018), and Kenneth Button, Keith Mason and two anonymous reviewers for their helpful comments on this paper.
PY - 2008/1
Y1 - 2008/1
N2 - This study examines the relationships between brand equity, brand preference, and purchase intentions on international air passengers' decisions in Taiwan. The findings indicate positive relationships between brand equity, brand preference, and purchase intentions with a moderation effect of switching cost affecting the relationship between brand equity and purchase intentions. More specifically, the effect of brand equity on purchase intentions is not significant for passengers with low switching costs.
AB - This study examines the relationships between brand equity, brand preference, and purchase intentions on international air passengers' decisions in Taiwan. The findings indicate positive relationships between brand equity, brand preference, and purchase intentions with a moderation effect of switching cost affecting the relationship between brand equity and purchase intentions. More specifically, the effect of brand equity on purchase intentions is not significant for passengers with low switching costs.
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U2 - 10.1016/j.jairtraman.2007.11.003
DO - 10.1016/j.jairtraman.2007.11.003
M3 - Article
AN - SCOPUS:38649083425
SN - 0969-6997
VL - 14
SP - 40
EP - 42
JO - Journal of Air Transport Management
JF - Journal of Air Transport Management
IS - 1
ER -