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The relationship between airline alliance and brand equity of member airlines
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항공사 전략적 제휴와 회원사 항공사의 브랜드 자산과의 관계

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Type
Academic journal
Author
Yu-Kyoung Kim (한국교통대학교)
Journal
Korea Tourism Research Association International Journal of Tourism and Hospitality Research Vol.35 No.1 KCI Accredited Journals
Published
2021.1
Pages
91 - 103 (13page)
DOI
10.21298/IJTHR.2021.1.35.1.91

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The relationship between airline alliance and brand equity of member airlines
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Abstract· Keywords

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This study examines the relationships between airline alliances, airline brand image, airline brand loyalty, and airline brand equity in the airline industry. A self-administered questionnaire using a 7-point Likert scale with items based on a review of the literature was pre-tested, revised, and used to collect data from 233 respondents. The findings of the study showed that airline alliances have a significant effect on the airline brand images of their members. Moreover, airline brand loyalty was a circumstance factor of airline brand image and an antecedent factor of airline brand equity. Furthermore, airline brand loyalty had a significant mediating effect on the relationship between airline brand image and airline brand equity. This shows that passengers’ perceptions of an airline alliance can be a critical factor in enlarging airline brand equity, and a full understanding of airline alliances may be helpful in formulating useful marketing strategies in the airline industry.
#Airline alliance #Brand image #Brand loyalty #Brand equity #항공사 전략적 제휴 #브랜드 이미지 #브랜드 로열티 #브랜드 자산

Contents

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법
Ⅳ. 분석결과
Ⅴ. 결론
참고문헌
국문요약

References (44)

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김화진 / 2018 / 항공사의 경험적･상징적･기능적 브랜드 이미지가 브랜드 신뢰 및 브랜드 로열티에 미치는 영향 / 관광레저연구 39(10):209~224 google schola 김태흥 / 2014 / 메가 이벤트의 이미지 일치성, 브랜드 개성, 브랜드 자산, 및 충성도에 관한 연구: 2012 여수박람회를 중심으로 / 관광연구저널 28(8):145~161 dbpia 박윤경 / 2010 / 점포의 물리적 환경이 소매업체 브랜드 개성과 브랜드 자산에 미치는 영향 google schola 안광호 / 2000 / 마케팅원론 / 학현사 google schola 오상수 / 2004 / 소비자 경험이 브랜드 지식 구조와 브랜드 자산에 미치는 영향에 대한 연구 google schola

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