Airline brand equity, brand preference, and purchase intentions - The moderating effects of switching costs

被引：115

作者：

Chen, Ching-Fu ^{[1
]}

Chang, Yu-Ying ^{[1
]}

机构：

[1] Natl Cheng Kung Univ, Dept Transportat & Commun Management Sci, Tainan 701, Taiwan

来源：

JOURNAL OF AIR TRANSPORT MANAGEMENT | 2008年 / 14卷 / 01期

关键词：

brand equity; brand preference; purchase intentions; switching costs; airlines;

D O I：

10.1016/j.jairtraman.2007.11.003

中图分类号：

U [交通运输];

学科分类号：

08 ; 0823 ;

摘要：

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. (C) 2007 Elsevier Ltd. All rights reserved.

引用

页码：40 / 42

页数：3

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