The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study

Canan Yılmaz Uz; Seda Arslan

doi:10.30518/jav.1926643

The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study

Abstract

This study examines the effects of consumer-based brand equity dimensions—brand awareness, brand associations, brand uniqueness, and brand loyalty—on overall brand equity in the aviation industry. It also investigates whether these variables differ according to passengers’ demographic characteristics and travel behaviors. A quantitative research design was employed, and data were collected through an online survey conducted. All constructs were measured using a five-point Likert scale, and 333 valid questionnaires were included in the analysis. The data were analyzed using descriptive statistics, reliability analysis, correlation analysis, independent-samples t-tests, one-way ANOVA, and multiple linear regression analysis. The regression results indicated that brand awareness, brand associations, brand loyalty, and brand uniqueness did not significantly explain brand equity. Group difference analyses revealed significant gender-based differences in brand associations and brand loyalty. In contrast, no significant differences were found according to age, flight type, flight frequency, or travel purpose. Overall, the results suggest that in highly standardized and regulated service contexts such as aviation, explaining brand equity solely through perceptual brand dimensions may be limited. From a managerial perspective, the study highlights the importance of experience design and touchpoint management strategies for strengthening brand equity in the airline industry.

Keywords

Ethical Statement

The research has been evaluated for its ethical considerations by the Ethics Committee Presidency of İskenderun Technical University Rectorate, and it has been determined to be ethically appropriate based on the decision with reference number E-22398675-050.04-226405 and the document issued on 02.04.2026.

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Details

Primary Language

English

Subjects

Business Administration, Air Transportation and Freight Services

Journal Section

Research Article

Authors

Canan Yılmaz Uz
0000-0002-4798-2262
Türkiye

Seda Arslan ^*
0000-0002-8731-8294
Türkiye

Early Pub Date

June 18, 2026

Publication Date

-

Submission Date

April 9, 2026

Acceptance Date

June 11, 2026

Published in Issue

Year 2026 Number: Advanced Online Publication

DOI

https://doi.org/10.30518/jav.1926643

IZ

https://izlik.org/JA57XW28TZ

Cite

RIS / Bibtex

APA

Yılmaz Uz, C., & Arslan, S. (2026). The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study. Journal of Aviation, Advanced Online Publication. https://doi.org/10.30518/jav.1926643

AMA

1.Yılmaz Uz C, Arslan S. The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study. JAV. 2026;(Advanced Online Publication). doi:10.30518/jav.1926643

Chicago

Yılmaz Uz, Canan, and Seda Arslan. 2026. “The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study”. Journal of Aviation, no. Advanced Online Publication. https://doi.org/10.30518/jav.1926643.

EndNote

Yılmaz Uz C, Arslan S (June 1, 2026) The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study. Journal of Aviation Advanced Online Publication

IEEE

[1]C. Yılmaz Uz and S. Arslan, “The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study”, JAV, no. Advanced Online Publication, June 2026, doi: 10.30518/jav.1926643.

ISNAD

Yılmaz Uz, Canan - Arslan, Seda. “The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study”. Journal of Aviation. Advanced Online Publication (June 1, 2026). https://doi.org/10.30518/jav.1926643.

JAMA

1.Yılmaz Uz C, Arslan S. The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study. JAV. 2026. doi:10.30518/jav.1926643.

MLA

Yılmaz Uz, Canan, and Seda Arslan. “The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study”. Journal of Aviation, no. Advanced Online Publication, June 2026, doi:10.30518/jav.1926643.

Vancouver

1.Canan Yılmaz Uz, Seda Arslan. The Role of Consumer-Based Brand Equity Dimensions in the Aviation Industry: An Empirical Study. JAV. 2026 Jun. 1;(Advanced Online Publication). doi:10.30518/jav.1926643