Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs
Abstract
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...
Paper Details
Title
Airline brand equity, brand preference, and purchase intentions—The moderating effects of switching costs
Published Date
Jan 1, 2008
Volume
14
Issue
1
Pages
40 - 42
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Notes
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