دانلود رایگان مقاله تاثیر اعتبار برند هواپیمایی بر قصد خرید مصرف کننده

abstract

This study investigates how brand credibility affects consumer purchase intention in the airline sector. Based on signaling theory and relationship marketing theory, it explores the relationships among four constructs: brand credibility, decision convenience, affective commitment and purchase intention. A structural equation model applied to consumer survey data supports the argument. The results indicate that airline brand credibility increases consumer purchase intention by increasing consumers' decision convenience and enhancing affective commitment. Decision convenience can be considered a new mediator of a causal relationship between brand credibility and purchase intention. The results offer implications for airline marketers and directions for future research

6. Discussion and implications

6.1. Main findings and contributions This study examines how brand credibility affects consumer purchase intentions in the airline sector, and demonstrates that brand credibility contributes to consumer purchase intention through both signaling and relationship marketing mechanisms. On the one hand, brand credibility has a signaling role by increasing decision convenience, thereby increasing purchase intention. While on the other, it is a relationship marketing tool that fosters consumer affective commitment, which is important to maintaining consumer-company relationships. Decision convenience and affective commitment fully mediate the relationship between brand credibility and purchase intention. The indirect effect of brand credibility through decision convenience was slightly stronger than the indirect effect of brand credibility through affective commitment.