The role of brand image in forming airlines passengers' purchase intention: study of Iran aviation industry

Brand is regarded as one of the most important assets of a company and plays a key role in its success. Among various dimensions mentioned for brand, in this survey the brand image has been concentrated. Having identified the most important indicators of forming brand image, the aim of this survey is to state its role in influencing passengers' purchase intention in Iran's aviation industry. For this purpose, structural equation modelling (SEM) method has been used. The research sample includes Iran airlines' passengers. A questionnaire has been used to collect information. Findings indicate that the brand image and its indicators have an important and detrimental role in passengers' purchase intention, and estimate a considerable portion of purchase intention variance.