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Brand Awareness, Purchase Intention And Price Premium Of International Airlines Operating Between Australia And The United Kingdom, Yi Gao, Nigel Wai Keong Choy

International Journal of Aviation, Aeronautics, and Aerospace

Brand equity has a profound impact on the pricing and sales of consumer products and services. Inspired by existing literature on customer-based brand equity in various domains, this study examines brand awareness (a dimension of brand equity), purchase intention and price premium of international airlines operating on a specific aviation market, Australia - the United Kingdom. Through surveying a sample of 259 participants in the metropolitan Melbourne area, the study captures a snapshot of brand recognition and brand preference of international airlines among local travelers. Statistically significant association is found between brand awareness and purchase intention, and between brand awareness …