http://scholars.ntou.edu.tw/handle/123456789/16907
Title: | Do global airline alliances influence the passenger's purchase decision? | Authors: | Wen-Hung Wang | Keywords: | Global airline alliances;Brand equity;Brand preference;Purchase intention;Involvement | Issue Date: | May-2014 | Publisher: | ELSEVIER | Journal Volume: | 37 | Start page/Pages: | 53-59 | Source: | Journal of Air Transport Management | 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. |
URI: | http://scholars.ntou.edu.tw/handle/123456789/16907 | ISSN: | 0969-6997 | DOI: | https://doi.org/10.1016/j.jairtraman.2014.02.003 |
Appears in Collections: | 航運管理學系 |
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