Conceptualization and Measurement of Consumer Based Brand Equity for Airlines
Series: . 9 ; 48Publication details: 2018-09-21Description: 18Subject(s): In: INDIAN JOURNAL OF MARKETINGSummary: "The Study aimed at conceptualizing and measuring consumer based brand equity in the airline industry. This was achieved by focusing on the key dimensions of consumer based brand equity such as brand awareness, brand image, perceived service quality, and brand loyalty. After the study the model was validated through second order factor analysis. The research findings supported the four dimensional model of consumer based brand equity in the airline industry. Finally, an ABE index was calculated for different airline brands based upon the weight of each dimension and mean value of constructs for different airline brands."| Item type | Current library | Status | Barcode | |
|---|---|---|---|---|
| Article | St. Francis Institute of Management and Research | Available | AR0820 |
"The Study aimed at conceptualizing and measuring consumer based brand equity in the airline industry. This was achieved by focusing on the key dimensions of consumer based brand equity such as brand awareness, brand image, perceived service quality, and brand loyalty. After the study the model was validated through second order factor analysis. The research findings supported the four dimensional model of consumer based brand equity in the airline industry. Finally, an ABE index was calculated for different airline brands based upon the weight of each dimension and mean value of constructs for different airline brands."
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