| Summary: | 碩士 === 銘傳大學 === 觀光事業學系碩士在職專班 === 106 === The rise of cheap airlines in recent years has led to more competition in the aviation industry. In order to attract passengers to ride, the airlines not only actively establish a good image of the enterprise, but also consider corporate brands to be one of the determinants of passengers ' choice of airlines. Premium airline brands are easy to associate and be remembered. Therefore, how airlines establish and strengthen the emotional link with their customers is worth exploring.
The purpose of this study is to search how airlines’ probing into emotion brand association is related to brand equity, price sensitivity and purchase intention through the interaction of corporate stakeholders. The participants of this study are the person who’s in charge of business travel, the head of unit or the undertaker of the enterprise customers in Taiwan Airlines, and the research scope of enterprise clients are in Taipei, Taichung, Tainan, Kaohsiung and Pingdong areas.
The questionnaire is constructed by the research of domestic and foreign scholars, and adopts the closed questions dividing into five parts, which are Emotion Brand Association, Brand relevance, Brand Equity, Purchase Intention and Price Sensitivity. This study was conducted by hand, by mail or by electronic questionnaire, and a total of 335 valid questionnaires were collected.
The following shows the conclusions of this research:
1. Emotion Brand Association has a significant positive impact on brand
equity.
2. Brand Equity has a noticeable positive impact on purchase intention.
3. Emotion Brand Association has a significant positive impact on
purchase intention.
4. Emotion Brand Association has a significant positive impact on brand
relevance.
5. Brand Relevance has a momentous positive impact on price
sensitivity.
6. Price Sensitivity has a critical positive impact on purchase intention.
7. Brand Relevance has a moderating effect on brand equity and
purchase intention.
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