Chandra, Nathaniel Engelbert and Mbouw, Esa Theodore (2020) Analyzing The Influence of Dimensions of Customer Based Airline Brand Equity Toward Brand Trust: Case Study of Customer of Citilink. Bachelor thesis, Swiss German University.

Preview	Text Nathaniel Engelbert Chandra 11603041-TOC.pdf Download (1MB) | Preview
	Text Nathaniel Engelbert Chandra 11603041-1.pdf Restricted to Registered users only Download (1MB)
	Text Nathaniel Engelbert Chandra 11603041-2.pdf Restricted to Registered users only Download (3MB)
	Text Nathaniel Engelbert Chandra 11603041-3.pdf Restricted to Registered users only Download (2MB)
	Text Nathaniel Engelbert Chandra 11603041-4.pdf Restricted to Registered users only Download (3MB)
	Text Nathaniel Engelbert Chandra 11603041-5.pdf Restricted to Registered users only Download (1MB)
Preview	Text Nathaniel Engelbert Chandra 11603041-Ref.pdf Download (1MB) | Preview

Abstract

Indonesia airline industry has rapidly growth from the past 10 years for both full-service carrier and low-cost carrier. Customers are faced by lots of LCC airlines; these airlines brand performance being independently surveyed by Frontier Research three times a year and awarded with “Top Brand Award”. Therefore, the purpose of this research is to determine the factor that influence Citilink Indonesia brand trust in order to increase their position in Top Brand Award. The model used in this study incorporated Flight Service Quality, Brand Affect, Self-Congruence, Brand Awareness and Brand Association compatibility into Customer-Based Airline Brand Equity as a determinant of Brand Trust. The findings revealed that Flight Service Quality had a significant influence followed by Brand Awareness and Brand Association. However, neither Brand Affect nor Self-Congruence was found to have an influence on Brand Trust. These findings provided implications for management and recommendations to step their Brand Trust.

Item Type:	Thesis (Bachelor)
Uncontrolled Keywords:	Customer Based Airline Brand Equity; Brand Trust; Airline Industry; Low-Cost Carrier
Subjects:	H Social Sciences > HE Transportation and Communications > HE9761 Air transportation. Airlines H Social Sciences > HF Commerce > HF5001 Business H Social Sciences > HF Commerce > HF5823 Branding (Marketing)
Divisions:	Faculty of Business Administration and Communication > Department of Business Administration
Depositing User:	Faisal Ifzaldi
Date Deposited:	02 Nov 2020 13:50
Last Modified:	02 Nov 2020 13:50
URI:	http://repository.sgu.ac.id/id/eprint/1827

Actions (login required)

View Item