Abstract
It has been a key strategy to use global airline alliances in the airline business. In order to prove the relationship between brand credibility and brand loyalty of global airline alliances, this research suggests a conceptual model. This research found that brand equity had a positive impact toward brand satisfaction and brand loyalty, and also brand satisfaction and brand loyalty had a positive relationship. Another important finding was to verify the moderating effects in the relationship between brand equity-brand loyalty and brand satisfaction-brand loyalty. From the analysis results, it can be said that switching cost plays an important role in the global airline alliance environment. The data of this research confirms that the global alliance brand improves a brand of a member company and strengthens its own brand in the world airline industry. Also, brand credibility has an important role in customer relationship management.
Published Version
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