Brand Love, Brand Loyalty, and Word of Mouth: A Case of AirAsia
Niyomsart, S., & Khamwon, A. (2015, October, 19-22). Brand Love, Brand Loyalty, and Word of Mouth: A Case of AirAsia. Paper presented at the International Journal of Arts & Sciences’ (IJAS) International Conference for Business and Economics, Rome, Italy.
6 Pages Posted: 27 Jun 2016
Date Written: October 19, 2015
Abstract
The study aims to investigate the relationship among brand love, brand loyalty, and word of mouth of AirAsia Airline’s customers in Khon Kaen, Thailand. The data was collected by questionnaires from 400 Air Asia’s customers. Then data was analyzed by using Structural Equation Modeling (SEM). The results of the study revealed that brand love has a direct and indirect influence on word of mouth through brand loyalty.
Keywords: Brand love, Brand loyalty, Word of mouth, Airline industry
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