Brand love, brand loyalty, and word of mouth: A case of Airasia
S Niyomsart, A Khamwon - Niyomsart, S., & Khamwon, A.(2015 …, 2015 - papers.ssrn.com
The study aims to investigate the relationship among brand love, brand loyalty, and word of
mouth of AirAsia Airline's customers in Khon Kaen, Thailand. The data was collected by
questionnaires from 400 Air Asia's customers. Then data was analyzed by using Structural
Equation Modeling (SEM). The results of the study revealed that brand love has a direct and
indirect influence on word of mouth through brand loyalty.
mouth of AirAsia Airline's customers in Khon Kaen, Thailand. The data was collected by
questionnaires from 400 Air Asia's customers. Then data was analyzed by using Structural
Equation Modeling (SEM). The results of the study revealed that brand love has a direct and
indirect influence on word of mouth through brand loyalty.
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