The Effect of Brand Perception in Malaysia’s International Airline Industry During Covid 19

Abstract

Nowadays consumers play a vital role in the company’s income especially during Covid 19. The borders are closed and airline companies facing a huge downsizing regarding the performance. Hence, this current study caring the agenda of how the perception brand of the airline companies influences intention to purchase the airline ticket and actual customers purchase. Highlighted how consumers’ behavior shifted during Covid19. The current research will clarify the information for the airline companies and will bring their attention to the performance. The conceptual model includes Brand attitude (brand association and brand belief), brand reputation (brand reliability, brand benevolence), brand experience (brand relationship-based experience). The result of the current research with 211 participants has shown a positive impact of brand attitude and brand experience on purchase intention. Subsequently, purchase intention with R (0.75) has a substantial value on actual behavior. Brand reputation has a negative and insignificant impact on purchase intention. The study suggests the airline companies should strategically manage the consumer attitude towards brand attitude along with association and brand belief, brand experience plays an important role in the consumer intention to purchase. Keywords: