The Influence of Airline Brand on Purchase Intention of Air Tickets in China

Abstract

The number of airline passengers in China has rapidly increased, so understanding the relationship between brand equity of airlines in China and ticket purchase intention of Chinese passengers is important for airline business success in China. Using the structural equation modeling, this study explores the relationships among determinants of brand equity as well as the relationships between brand equity, transition cost, and purchase intention. The major findings are: brand equity of airlines directly influences purchase intention; transition cost directly influences brand equity; and transition cost indirectly influences purchase intention in China. In addition, the results show that marketing strategies using the airline brand can be more effective for certain customer groups, including high income customers, married customers, government servants, and businessmen.