AN EMPIRICAL STUDY OF BRAND IMAGE TOWARD CONSUMERS’ DECISION MAKING
Law Lik Wang, Norhayati Zakuan†, Ahmad Jusoh, Mohd. Shoki Md Ariff and Ahamad Zaidi Bahari Dept. of Management, Faculty of Management and Human Resource Development, Universiti Teknologi Malaysia (UTM),
Skudai, Johor, Malaysia
Muhamad Zameri Mat Saman
Dept. of Manufacturing & Industrial Engineering, Faculty of Mechanical Engineering, Universiti Teknologi Malaysia (UTM),
Skudai, Johor, Malaysia
Abstract. The aim of this research is to find out what is the perception of customer regarding the airline service provider’s brand image. Therefore, the purpose of the research is to identify what elements will affect the airline service provider’s brand image in order for the airline service provider to gain more market share. The customer’s decision making will be analyzed base on the influences of brand image. In order to carry out this research, a qualitative research was carried out. A set of questionnaire was developed and randomly distributed to 200 respondents in Senai Airport, Johor Bahru. Reliability analysis, Pearson correlation analysis and multiple regression analysis was being used to analysis the data. The result of this research suggests that satisfaction and trust of customers to a brand is the most important dimension that affects the customers’ decision making. However, based on this research, it shows that there is a relationship between brand satisfaction to brand image – and – brand trust to brand image.
Keywords: Brand image; brand satisfaction; brand trust; decision making; AirAsia.
AirAsia Berhad is the low-cost airline service provider in Malaysia. Airasia is operating scheduled international flights and domestic. Besides, Airasia is the largest low-fare, no-frills airline in Asia region. Airasia was the first airline in Asia region to implement fully ticketless travel. The main base of Airasia is Low Cost Carrier Terminal (LCCT) at Kuala Lumpur. Therefore, its affiliate airlines Thai AirAsia have hubs at Suvarnabhumi Airport, Thailand and Soekarno-Hatta International Airport, Indonesia, respectively.
Airline industry in current market become more competitive compared to last decade. This is because of the existing new competitors no matter in local or international airline service. With this competition among the airline service providers, each of the company needs to be very concern towards consumers’ needs and wants. This is important for the companies to create a great and effective brand image or identity no matter from internal and external sources. Therefore, all the competitors are willing to do so because the brand image has the direct impact to generate consumer satisfaction value. If a company failed to provide the positive brand image, it may directly or indirectly affect the consumers’ decision making on choosing the airline service. Consumers may shift to the other competitors which offered better experience. Nowadays, Airline services are becoming more competitive comparing last decade ago. Now, the most familiar airline service providers include Malaysia Airline, AirAsia, Jetstar and so on. Those airline services are most probably providing the air transport services for passengers.
Brand means a specific product, service, or business identity. ‘Brand love’, or love of a brand, is an emerging term encompassing the perceived value of the brand image (Keller, 2003). A name, term, sign, symbol, design, a good or service which are identifying the sellers to distinguish them from their competitors. Watkins (2006), Aaker (1991), Doyle (1994) and Kotler et al. (1996) adopt this definition. In order to achieve goals of product and brand management, it is important to build a strong brand. Strong brands will result in higher profit stream, either in long term or short term (Aaker al.et, 1991). Pearson (2005)...
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