Building Brand, Building Value: The Impact of Customer-Based Brand Equity on Airline Ticket Premium Pricing DOI Creative Commons
Carolina Santos, Álvaro Dias, Leandro Pereira

et al.

Systems, Journal Year: 2024, Volume and Issue: 12(12), P. 531 - 531

Published: Nov. 28, 2024

This study examines the impact of Customer-based Brand Equity (CBBE) on passengers’ Willingness to Pay Premium (WPP) for airline tickets, comparing low-cost and flag airlines. The research is prompted by competitive nature industry need comprehend passenger preferences, focusing brand image, awareness, service attributes as key variables influencing CBBE. survey data collected from 489 recent travelers were analyzed through Partial Least Squares Structural Equation Modelling (PLS-SEM) Multigroup Analysis (MGA), generating two quantitative analyses: first, model was airlines in general, second, a multi-group analysis performed understand how behaves price tiers. findings indicate significant influence chosen both CBBE WPP. A distinguishing factor lies differentiation between airlines, revealing differing impacts contributes branding literature expanding CBBE’s application services, especially sector. It also builds existing knowledge WPP’s importance industries. Segmenting tiers offers actionable insights management strategies. In conclusion, this augments CBBE, providing valuable managerial implications, guiding brand-tailored strategies increase willingness pay premium.

Language: Английский

Building Brand, Building Value: The Impact of Customer-Based Brand Equity on Airline Ticket Premium Pricing DOI Creative Commons
Carolina Santos, Álvaro Dias, Leandro Pereira

et al.

Systems, Journal Year: 2024, Volume and Issue: 12(12), P. 531 - 531

Published: Nov. 28, 2024

This study examines the impact of Customer-based Brand Equity (CBBE) on passengers’ Willingness to Pay Premium (WPP) for airline tickets, comparing low-cost and flag airlines. The research is prompted by competitive nature industry need comprehend passenger preferences, focusing brand image, awareness, service attributes as key variables influencing CBBE. survey data collected from 489 recent travelers were analyzed through Partial Least Squares Structural Equation Modelling (PLS-SEM) Multigroup Analysis (MGA), generating two quantitative analyses: first, model was airlines in general, second, a multi-group analysis performed understand how behaves price tiers. findings indicate significant influence chosen both CBBE WPP. A distinguishing factor lies differentiation between airlines, revealing differing impacts contributes branding literature expanding CBBE’s application services, especially sector. It also builds existing knowledge WPP’s importance industries. Segmenting tiers offers actionable insights management strategies. In conclusion, this augments CBBE, providing valuable managerial implications, guiding brand-tailored strategies increase willingness pay premium.

Language: Английский

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