دانلود رایگان مقاله انگلیسی نقش تصویر برند در شکل گیری قصد خرید مسافران خطوط هوایی: صنعت حمل و نقل هوایی ایران - SSRN 2018

Abstract:

Brand is regarded as one of the most important assets of a company and plays a key role in its success. Among various dimensions mentioned for brand, in this survey the brand image has been concentrated. Having identified the most important indicators of forming brand image, the aim of this survey is to state its role in influencing passengers’ purchase intention in Iran’s aviation industry. For this purpose, structural equation modelling (SEM) method has been used. The research sample includes Iran airlines’ passengers. A questionnaire has been used to collect information. Findings indicate that the brand image and its indicators have an important and detrimental role in passengers’ purchase intention, and estimate a considerable portion of purchase intention variance.

6 Conclusions

According to Keller’s (2008) brand model is the major basis for creating powerful name and sign. Accurate understanding of company from mentalities formed of them in the target market is among key factors in compiling marketing strategies. Especially in the current competitive conditions, those companies are more successful which identify and manage these mental images and in line with improving them, compile more appropriate strategies. However, brand positioning in customers’ minds is considered unavoidable necessity. The great importance that brand has in the minds of the target market, especially in the service sector, is obvious for anybody. This problem is also obvious in the case of aviation services.

About the contribution of this survey it can be acknowledged that most of the surveys have been performed in the domain of tangible products, and few studies can be found that have dealt with evaluating image in services domain (Suhartanto, 2011). Thus, developing the brand image concept to the domain of services seems to be an inevitable necessity. Elgin and Nedunchezhian (2012) believe that in particular and in air trip services industry the role and impact of company image in the context of aviation services have been to a great extent ignored in the previous studies of this industry. So far, little research has been done in the area of brand image and positioning of airlines (Wen and Yeh, 2010), and this issue adds to the importance of this survey and surveys similar to it.