earticle

영어

The severe competition taking place in the airline market in South Korea requires a branding strategy for differentiation. However, few studies have tried to measure the effects of brands on the consumer or customer in the context of airline industry. This study aims to identify the antecedents of national airline, Asiana airline, and examine empirical analyses to develop a customer-based brand equity model. Surveys were conducted to customers who have experienced Asiana airline services in South Korea. A total of 256 respondents participated and completed a survey questionnaire. The findings suggest brand awareness, brand quality were positively related to brand value. However, brand image was not associated with brand value. In addition, a positive relationship was observed between brand value and brand loyalty toward Asiana airline. The results provide useful information to marketers for such as the importance of brand awareness, quality, value and how to achieve success for airline brands. Specifically brand awareness amongst customer-based brand equity constructs has the largest impact on brand value. So airlines have to focus on advertising and publicity to arouse customers. In addition, this study indicates that brand image of airlines is not the key of differentiation to compete with other airlines through hypothesis testing. In light of customer-based brand equity theory, this study contributes to airline branding literature through its empirical evidence and practical implications.