{"id":6907,"date":"2024-01-20T18:29:23","date_gmt":"2024-01-20T17:29:23","guid":{"rendered":"https:\/\/www.jthsm.gr\/?page_id=6907"},"modified":"2024-01-21T14:37:44","modified_gmt":"2024-01-21T13:37:44","slug":"6907-2","status":"publish","type":"page","link":"https:\/\/www.jthsm.gr\/?page_id=6907","title":{"rendered":""},"content":{"rendered":"\n<p><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">a<\/mark><\/p>\n\n\n\n<p class=\"has-medium-font-size\" id=\"block-34aae4d5-74b8-43b7-8d96-deb2ff7b6b07\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#1b3fab\" class=\"has-inline-color\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#1b3fab\" class=\"has-inline-color\"><strong><mark style=\"background-color:rgba(0, 0, 0, 0);color:#1b3fab\" class=\"has-inline-color\">Investigating brand image and brand trust in airline service: Evidence of Korean Air<\/mark><\/strong><\/mark><\/strong><\/mark><\/strong><\/p>\n\n\n\n<p><a href=\"https:\/\/orcid.org\/0000-0003-4301-8684\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"15\" height=\"15\" class=\"wp-image-4454\" style=\"width: 15px;\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/10\/orcid-1-e1603636867626.png\" alt=\"\"><\/a> <em><strong>Nguyen Thi Cam Le<\/strong>,&nbsp;Vietnam Aviation Academy, Vietnam,<\/em> &amp; <a href=\"https:\/\/orcid.org\/0000-0002-0527-3046\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"15\" height=\"15\" class=\"wp-image-4454\" style=\"width: 15px;\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/10\/orcid-1-e1603636867626.png\" alt=\"\"><\/a> <em><strong>Mai Ngoc Khuong<\/strong><\/em>, <em>Vietnam National University, Vietnam<\/em><br>Published online: 20 December 2023, JTHSM, 9(2), pp.55-65.<\/p>\n\n\n\n<p>DOI:&nbsp;<a href=\"http:\/\/doi.org\/10.5281\/zenodo.10539739\" target=\"_blank\" rel=\"noreferrer noopener\">10.5281\/zenodo.10539739<\/a><\/p>\n\n\n\n<p>Full-text download:<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><a href=\"https:\/\/www.jthsm.gr\/vol9iss2\/9-2-5.pdf\" target=\"_blank\" rel=\"noreferrer noopener\"><img loading=\"lazy\" decoding=\"async\" width=\"300\" height=\"300\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2017\/02\/PDF_Download_Logo-300x300.jpg\" alt=\"\" class=\"wp-image-158\" style=\"width:54px\"\/><\/a><\/figure>\n\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<p><strong>Export reference:<\/strong><em><br><\/em><a href=\"https:\/\/zenodo.org\/records\/10539739\/export\/bibtex\" target=\"_blank\" rel=\"noreferrer noopener\">BibTeX<\/a><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ffffff\" class=\"has-inline-color\">,,<\/mark><a href=\"https:\/\/zenodo.org\/records\/10539739\/export\/datacite-xml\" target=\"_blank\" rel=\"noreferrer noopener\">DataCite XML<\/a><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ffffff\" class=\"has-inline-color\">,,<\/mark><a href=\"https:\/\/zenodo.org\/records\/10539739\/export\/dublincore\" target=\"_blank\" rel=\"noreferrer noopener\">Dublin Core XML<\/a><mark style=\"background-color:rgba(0, 0, 0, 0);color:#ffffff\" class=\"has-inline-color\">,,<\/mark><a href=\"https:\/\/zenodo.org\/records\/10539739\/export\/json\" target=\"_blank\" rel=\"noreferrer noopener\">JSON<\/a><\/p>\n\n\n\n<p><strong>Cite as:<\/strong><\/p>\n\n\n\n<p>Le, N. T. C., &amp; Khuong, M. N. (2023). Investigating brand image and brand trust in airline service: Evidence of Korean Air. Journal of Tourism, Heritage &amp; Services Marketing, 9(2), 55\u201365. https:\/\/doi.org\/10.5281\/zenodo.10539739<\/p>\n\n\n<p><script type=\"text\/javascript\" src=\"\/\/cdn.plu.mx\/widget-popup.js\"><\/script><\/p>\n<p><a class=\"plumx-plum-print-popup plum-liberty-theme\" href=\"https:\/\/plu.mx\/plum\/a\/?ssrn_id=3883690\" data-popup=\"right\" data-badge=\"true\" data-site=\"plum\" data-hide-when-empty=\"true\">The Impact of External Factors on ICT Usage Practices at Unesco World Heritage Sites<\/a><\/p>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><a href=\"https:\/\/www.jthsm.gr\/?page_id=6803\" target=\"_blank\" rel=\"noopener noreferrer\"><img loading=\"lazy\" decoding=\"async\" width=\"470\" height=\"97\" src=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/04\/crossmark2.png\" alt=\"\" class=\"wp-image-2066\" style=\"width:121px\" srcset=\"https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/04\/crossmark2.png 470w, https:\/\/www.jthsm.gr\/wp-content\/uploads\/2020\/04\/crossmark2-300x62.png 300w\" sizes=\"auto, (max-width: 470px) 100vw, 470px\" \/><\/a><\/figure>\n\n\n\n<p class=\"has-white-color has-text-color\">a<\/p>\n\n\n\n<p><strong><em>Purpose<\/em><\/strong><em>: Branding is a predominant part of a marketing strategy. When the brand building is implemented effectively, it delivers customer satisfaction, nurtures customer loyalty to a higher level, and ensures greater airline success. This study explores the relationships of price, safety, and in-flight service quality with airline customers\u2019 perceptions of the brand image and trust and clarifies their impact on customer satisfaction and loyalty.<\/em><\/p>\n\n\n\n<p><strong><em>Methods<\/em><\/strong><em>:A sample of 367 valid responses adopting a convenience sampling method was collected from customers of Korean Air. Data analysis was conducted using Partial Least Squares SEM method.<\/em><\/p>\n\n\n\n<p><strong><em>Results<\/em><\/strong><em>:The findings connote that price, safety, and in-flight services are the core factors determining the creation of a strong impression in customers\u2019 minds about airline brands and have different impacts on customer satisfaction and loyalty. The mediating effects of brand trust and customer satisfaction on the relationship between brand image and customer loyalty were also highlighted.<\/em><\/p>\n\n\n\n<p><strong><em>Implications<\/em><\/strong><em>:This study underlines that airlines should focus on controlling and maintaining the brand stance in consumer perception. Therefore, there is a need to provide a flight experience that meets consumer expectations in terms of providing a positive brand image and building brand trust in order to generate customer satisfaction and loyalty.<\/em><\/p>\n\n\n\n<p><strong>Keywords: <\/strong><em><em><em>brand trust; brand image; customer satisfaction; customer loyalty; airline service<\/em><\/em><\/em><br><strong>JEL Classification: <\/strong>L8, M3, L93<\/p>\n\n\n<p><script type=\"text\/javascript\" src=\"\/\/cdn.plu.mx\/widget-popup.js\"><\/script><\/p>\n<p><a href=\"https:\/\/plu.mx\/plum\/a\/?ssrn_id=4484330\" data-popup=\"right\" data-badge=\"true\" class=\"plumx-plum-print-popup plum-liberty-theme\" data-site=\"plum\" data-hide-when-empty=\"true\">E-Loyalty Formation of Generation Z: Personal Characteristics and Social Influences<\/a><\/p>\n\n\n<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-9d6595d7 wp-block-columns-is-layout-flex\">\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n\n\n\n<div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><\/div>\n<\/div>\n\n\n\n<p><a href=\"https:\/\/www.jthsm.gr\/?page_id=6893\">&lt; Previous article in Vol. 9, Iss. 2<\/a><mark style=\"background-color:rgba(0, 0, 0, 0)\" class=\"has-inline-color has-white-color\">aaaaaaaaaaa<\/mark><a href=\"https:\/\/www.jthsm.gr\/?page_id=6922\">Next article in Vol. 9, Iss. 2 &gt;<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>a Investigating brand image and brand trust in airline service: Evidence of Korean Air Nguyen Thi Cam Le,\u00a0Vietnam Aviation Academy, Vietnam, &amp; Mai Ngoc Khuong, Vietnam National University, VietnamPublished online: 20 December 2023, JTHSM, 9(2), pp.55-65. DOI:\u00a010.5281\/zenodo.10539739 Full-text download: Export reference:BibTeX,,DataCite XML,,Dublin Core XML,,JSON Cite as: Le, N. T. C., &amp; Khuong, M. N. (2023). [\u2026]<\/p>\n","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"","meta":{"footnotes":""},"class_list":["post-6907","page","type-page","status-publish","hentry"],"_links":{"self":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages\/6907","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=6907"}],"version-history":[{"count":8,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages\/6907\/revisions"}],"predecessor-version":[{"id":6971,"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=\/wp\/v2\/pages\/6907\/revisions\/6971"}],"wp:attachment":[{"href":"https:\/\/www.jthsm.gr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=6907"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}