The factors affecting brand love and the impact of brand love on brand equity: Research on customers of an airline company

This thesis identifies the factors affecting brand love emerged due to the services provided by an airline company for its customers and evaluates the relationship between those factors and brand love. In addition, the research analyses the relationship between brand love and brand loyalty and examines the relationship between brand love and brand loyalty. This study aims to identify the factors affecting brand love and discover the impact of brand love on brand loyalty and brand equity. Additionally, the study aims to test the impact of brand trust and brand image on brand love. Also through revealing the impact of brand love on brand equity, this research presents concrete data for airline companies operating in the aviation sector to stand out among their rivals and gain a sustainable competitive advantage. Following the literature review, face- to- face questionnaires were conducted with customers of an airline company based in İstanbul. Demographic data obtained in the research is presented in frequency tables. Explanatory factor analysis was conducted to evaluate the reliability and validity. Variables included in the research model were tested through using regression and correlation analysis and the relationship among the variables were examined. In addition to this, hypotheses developed based on the research model were tested using t-test. From the results of this study, it is concluded that for airline customers, brand image and brand trust affect brand love positively. Furthermore, brand love has a positive impact on brand loyalty and the latter variable affects brand equity positively.