ارزش ویژه برند هواپیمایی، ترجیح برند و نیت خرید- اثرات تعدیل هزینه های سوئیچینگ

This study examines the relationships between brand equity, brand preference, and purchase intentions on international air passengers’ decisions in Taiwan. The findings indicate positive relationships between brand equity, brand preference, and purchase intentions with a moderation effect of switching cost affecting the relationship between brand equity and purchase intentions. More specifically, the effect of brand equity on purchase intentions is not significant for passengers with low switching costs.