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

See all articles by Suthasinee Niyomsart

Suthasinee Niyomsart

Khon Kaen University

Anon Khamwon

Khon Kaen University - Faculty of Business Administration

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

Suggested Citation

Niyomsart, Suthasinee and Khamwon, Anon, Brand Love, Brand Loyalty, and Word of Mouth: A Case of AirAsia (October 19, 2015). 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., Available at SSRN: https://ssrn.com/abstract=2800887

Suthasinee Niyomsart

Khon Kaen University

23 Moo 16 Mittapap Rd
Nai-Muang, Muang District 40002
Thailand

Anon Khamwon (Contact Author)

Khon Kaen University - Faculty of Business Administration ( email )

123 Mittraphap Rd., Muang
KhonKaen 40002
Thailand

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