항공사 이용객의 브랜드 동일시가 브랜드 로열티에 미치는 영향에 관한 연구

Effect of Brand Identification on Brand Loyalty for Flight Customers: Moderating Role of Trust and Commitment

This study focuses on the relationship between brand identification and brand loyalty in the airline industry. This research was conducted to investigate the moderating role of trust and commitment in the relationship of Brand Identification on Brand Loyalty. The results can be summarized as follows. (1) Brand identification may have a positive impact on trust and commitment. (2) Trust and commitment that act as mediators in building branding loyalty can have a positive influence on Brand Loyalty. (3) Brand identification may have a direct negative impact on trust and commitment. Considering these results, authors suggest that brand identification is essential for airline customers management.