| Research Title |
THE INFLUENCE OF SERVICE BRAND COOLNESS ON PERCEIVED VALUE AND BRAND LOYALTY: A CASE OF AIRASIA |
| Date of Distribution |
10 August 2024 |
| Conference |
| Title of the Conference |
International Conference on Humanities, Social Science and Business Management |
| Organiser |
WRFASE International Conference |
| Conference Place |
Hearton Hotel Kyoto |
| Province/State |
Kyoto, Japan |
| Conference Date |
10 August 2024 |
| To |
11 August 2024 |
| Proceeding Paper |
| Volume |
2024 |
| Issue |
- |
| Page |
18-21 |
| Editors/edition/publisher |
Institute for Technology and Research (ITRESEARCH) |
| Abstract |
The study aimed to examine the relationship between service brand coolness, perceived value, and brand loyalty in the context of AirAsia airlines. Data was collected via an online questionnaire from 400 consumers who had used AirAsia services within the past year. The data collected was analyzed using structural equation modeling (SEM) with SmartPLS 4.0 software. The results revealed that service brand coolness has an indirect influence on brand loyalty through perceived value. This study extends the previous research and has contributed to theory and practice in the low-cost airline industry. |
| Author |
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| Peer Review Status |
มีผู้ประเมินอิสระ |
| Level of Conference |
นานาชาติ |
| Type of Proceeding |
Full paper |
| Type of Presentation |
Oral |
| Part of thesis |
true |
| Presentation awarding |
false |
| Attach file |
|
| Citation |
0
|
|
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Publication
Journal Publication
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