저비용항공사의 지각된 브랜드 지역성이 고객가치와 행동의도에 미치는 영향: 저비용항공사 유형의 조절효과검증

The Impact of Perceived Brand Locality on Customer Value and Behavioral Intention for Low Cost Carriers: Moderating effect of type of low cost carrier

The purpose of this study is to examine the position of low-cost carriers as regional hub airlines from the perspective of brand strategy, in light of the recent merger of Korean Air and Asiana Airlines. The study was conducted through an online survey in February 2023, targeting adults living in Seoul and Busan, and data from a total of 316 respondents, focusing on Air Busan and Jin Air, was collected and analyzed. The results revealed that, first, the regionality of low-cost carriers (LCCs) significantly influences brand value formation, with monetary and emotional values having a particularly strong impact. Second, perceived brand value affects both the intention to use and the intention to recommend the low-cost carriers, with the recommendation intention being more strongly influenced. Third, the impact of brand regionality varies depending on the hub location, with the regional low-cost carrier in Busan having a greater influence on brand value. Based on the results, the study aims to derive implications for brand strategy and propose brand management strategies for low-cost carriers.