Exploring customer-based airline brand equity: Evidence from Taiwan

Ching-Fu Chen, Wen Shiang Tseng

Research output: Contribution to journalArticlepeer-review

49 Citations (Scopus)


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 operationalizes 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.

Original languageEnglish
Pages (from-to)24-34
Number of pages11
JournalTransportation Journal
Issue number1
Publication statusPublished - 2010 Dec

All Science Journal Classification (ASJC) codes

  • Transportation


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