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The role of brand image in forming airlines passengers' purchase intention: study of Iran aviation industry

Author

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  • Majid Mohammad Shafiee
  • Ali Sanayei
  • Arash Shahin
  • Hossein Rezaei Dolatabadi

Abstract

Brand is regarded as one of the most important assets of a company and plays a key role in its success. Among various dimensions mentioned for brand, in this survey the brand image has been concentrated. Having identified the most important indicators of forming brand image, the aim of this survey is to state its role in influencing passengers' purchase intention in Iran's aviation industry. For this purpose, structural equation modelling (SEM) method has been used. The research sample includes Iran airlines' passengers. A questionnaire has been used to collect information. Findings indicate that the brand image and its indicators have an important and detrimental role in passengers' purchase intention, and estimate a considerable portion of purchase intention variance.

Suggested Citation

  • Majid Mohammad Shafiee & Ali Sanayei & Arash Shahin & Hossein Rezaei Dolatabadi, 2014. "The role of brand image in forming airlines passengers' purchase intention: study of Iran aviation industry," International Journal of Services and Operations Management, Inderscience Enterprises Ltd, vol. 19(3), pages 360-376.
    • Handle: RePEc:ids:ijsoma:v:19:y:2014:i:3:p:360-376
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    Cited by:

    1. Nguyen Thi Cam Le & Mai Ngoc Khuong, 2023. "Investigating brand image and brand trust in airline service: Evidence of Korean Air," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 9(2), pages 55-65.
    2. Heiets, Iryna & La, Jiezhuoma & Zhou, Wenhui & Xu, Shaoxin & Wang, Xingyue & Xu, Yuchen, 2022. "Digital transformation of airline industry," Research in Transportation Economics, Elsevier, vol. 92(C).

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