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Please use this identifier to cite or link to this item: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/43232

Title: Do global airline alliances influence the passenger's purchase decision?
Authors: Stephen W. Wang
Contributors: 國立臺灣海洋大學:航運管理學系
Keywords: Global airline alliances;Brand equity;Brand preference;Purchase intention;Involvement
Date: 2014-05
Issue Date: 2017-06-12T02:04:20Z
Publisher: Journal of Air Transport Management
Abstract: This study examines the influences of airline global alliances on the purchase intention of international air passengers in Taiwan. The findings indicate positive relationships between global airline alliances, brand equity, brand preference and purchase intention with a moderation effect of involvement impacting on the relationship between global airline alliances and brand equity, and the relationship between brand preferences and purchase intention. In particular, for highly involved passengers, the effect of global airline alliances on brand equity, and brand preference on purchase intention, is significant.
Relation: 37 pp.53-59
URI: http://ntour.ntou.edu.tw:8080/ir/handle/987654321/43232
Appears in Collections:[航運管理學系] 期刊論文

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