To BE or not to BE? -The role of brand equity in air passenger's behavioral intention

Shih Yao Kuo, Ching Fu Chen, Shu Chuan Chen

Research output: Contribution to journalArticlepeer-review

2 Citations (Scopus)


This study reveals the key role of brand equity (BE) in customer behavioral intention in an airline service context. An integrated model of air passenger decision-making is established to enhance the current understanding of the relationships between air passenger's future behavioral intention and its antecedents including service quality, satisfaction and brand equity. The proposed model and hypothesized paths are tested on the survey data collected from air passengers in Taiwan. Empirical results indicate that both brand equity and overall satisfaction mediate the relationship between service quality and behavioral intention. Brand equity may have more effect on behavioral intention than overall satisfaction. Airlines are thus recommended to invest time and resources to build their brand equity, as this is a crucial factor in increasing customer retention and thus achieving long-term profitability and sustained development.

Original languageEnglish
Pages (from-to)219-224
Number of pages6
JournalJournal of Aeronautics, Astronautics and Aviation
Issue number4
Publication statusPublished - 2012 Dec

All Science Journal Classification (ASJC) codes

  • Aerospace Engineering
  • Space and Planetary Science


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