Measuring Brand Equity in the Airline Industry of Türkiye

Abstract

The aim of this study is to measure brand equity in Türkiye’s airline industry by using Aaker’s (1991) brand equity model, with the addition of Keller’s (1993) brand image concept. The five key factors of brand equity which are brand loyalty, perceived quality, brand awareness, brand associations, and brand image are investigated from the perspective of airline passengers in Türkiye. A quantitative and cross-sectional research was used, and data were collected via a structured survey. Also, Confirmatory Factor Analysis was conducted to test model’s validity, followed by Pearson’s Correlation Analysis to examine hypothesized relationships. Additionally, the results confirmed that there is significant relationship among all factors, although moderating effect of income level was not supported.