초록 열기/닫기 버튼
This study objectively verifies the relationships among airline's brand equity, satisfaction, and use intention from the perspective of Chinese tourists using Chinese Airlines. Also, we need to analyze whether trust can perform moderating variable role that can affect the relationship between brand equity and satisfaction. Based on such results, this study aims to provide academic evidence for the improvement of Chinese Airlines' service, the impact of brand equity and the formulation of more efficient airlines' marketing strategies. It can be seen that brand image and brand awareness in airline's brand equity have a positive impact on satisfaction. According to the survey, airline satisfaction has had some impact on the intent to use. It is also possible to confirm that trust has a positive effect as a moderating variable in relation to brand equity and satisfaction.
키워드열기/닫기 버튼
Brand Equity, Brand Image, Brand Awareness, Satisfaction, Use Intention, Trust
