Abstract This study examines the influences of airline global alliances on the purchase intention of international air passengers in Taiwan. The findings indicate positive relationships between global airline alliances, brand equity, brand preference and purchase intention with a moderation effect of involvement impacting on the relationship between global airline alliances and brand equity, and the relationship between brand preferences and purchase intention. In particular, for highly involved passengers, the effect of global airline alliances on brand equity, and brand preference on purchase intention, is significant.
Highlights A brand equity model with global airline alliances is proposed. Positive relationships between global airline alliances, brand equity, brand preference and purchase intention. Involvement moderates the effects of global airline alliances on brand equity. Global airline alliances affects brand equity, and brand preference affects purchase intention, for highly involved passengers. Lowly involved passengers should be informed more about the benefits of global airline alliances to increase their purchase intention.
Do global airline alliances influence the passenger's purchase decision?
Journal of Air Transport Management ; 37 ; 53-59
2014-01-01
7 pages
Aufsatz (Zeitschrift)
Elektronische Ressource
Englisch
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