Brand value as an intermediate variable in the effect of brand awareness, brand trust and perceived service quality on atdictive brand loyalty in the aviation sector

Today, with the development of the aviation sector, different airline companies are joining the sector and trying to gain a place in the competitive environment. On the other hand, airline companies that have been serving the sector for many years and have been recognised both in terms of recognition and service quality continue to maintain customer loyalty. In this context, what affects the brand loyalty of the customers and whether brand equity has a role on loyalty are the main questions of this master thesis. The study was prepared to examine the direct or indirect effect of brand awareness, brand trust, or perceived service quality on airline customers' airline choice preferences.