Conceptualising consumer-based service brand equity (CBSBE) and direct service experience in the airline sector

• Main Authors: Sarker, Md Moniruzzaman, Mohd-Any, Amrul Asraf, Kamarulzaman, Yusniza
• Format: Article
• Published: Elsevier 2019
• Subjects: HF Commerce
• Online Access: http://eprints.um.edu.my/19998/; https://doi.org/10.1016/j.jhtm.2018.11.002

The intense competition taking place in the airline sector requires a concurrently suitable branding strategy. Although contemporary brand equity models have been acknowledged and tested in the service branding context, they are not quite adaptable to the airline sector. These models are more approp...