AbstractThis 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.


    Access

    Check access

    Check availability in my library

    Order at Subito €


    Export, share and cite



    Title :

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


    Contributors:

    Published in:

    Publication date :

    2007-01-01


    Size :

    3 pages




    Type of media :

    Article (Journal)


    Type of material :

    Electronic Resource


    Language :

    English