The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study

Abstract

Abstract

This study examines the effects of consumer-based brand equity dimensions—brand awareness, brand associations, brand uniqueness, and brand loyalty—on overall brand equity in the aviation industry. It also investigates whether these variables differ according to passengers’ demographic characteristics and travel behaviors. A quantitative research design was employed, and data were collected through an online survey conducted. All constructs were measured using a five-point Likert scale, and 333 valid questionnaires were included in the analysis. The data were analyzed using descriptive statistics, reliability analysis, correlation analysis, independent-samples t-tests, one-way ANOVA, and multiple linear regression analysis. The regression results indicated that brand awareness, brand associations, brand loyalty, and brand uniqueness did not significantly explain brand equity. Group difference analyses revealed significant gender-based differences in brand associations and brand loyalty. In contrast, no significant differences were found according to age, flight type, flight frequency, or travel purpose. Overall, the results suggest that in highly standardized and regulated service contexts such as aviation, explaining brand equity solely through perceptual brand dimensions may be limited. From a managerial perspective, the study highlights the importance of experience design and touchpoint management strategies for strengthening brand equity in the airline industry.