Branding satisfaction in the airline industry: a comparative study of Malaysia Airlines and Air Asia

Brand is crucial in differentiating the superiority of products or services over others. This is an exploratory study examining the differences in brand satisfaction between Malaysian Airlines (full service airlines) and Air Asia (low cost airlines) in Malaysia. 350 usable questionnaires were obtain...

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Bibliographic Details
Main Authors: Wong, K.M., Musa, G.
Format: Article
Language:English
Published: Academic Journals 2011
Subjects:
Online Access:http://eprints.um.edu.my/10461/1/00007082_68208.pdf
http://eprints.um.edu.my/10461/
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