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All Journal International Journal of Tourism and Hospitality in Asia Pasific
Anees Jane Ali
Universiti Sains Malaysia, Jalan Sg Dua, 11800 Minden, Pulau Pinang, Malaysia
Humanities

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Determinants of Brand Equity: The Roles of Brand Awareness, Association, Loyalty, and Image in the Airline Industry Kok Ban Teoh; Kia Hui Gan; Foong Jia Yee; Gan Lee Fan; Lin Shihui; Fathimah Az-Zahra Binti Harudin; Fu Wei; Anees Jane Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4222

Abstract

AirAsia, a Malaysian low-cost airline, has recently faced operational challenges such as customer complaints, IT disruptions, and flight delays that have weakened customer trust and loyalty, leading to a decline in its overall brand equity. This study aims to examine the key factors influencing AirAsia’s brand equity, focusing on four independent variables: brand awareness, brand association, brand loyalty, and brand image. A total of 151 respondents participated in an online survey distributed via Google Forms, and the collected data were analyzed using descriptive and regression analysis through SPSS. The findings reveal that brand awareness (? = 0.260, p 0.01) and brand image (? = 0.394, p 0.001) significantly and positively influence brand equity, while brand association (? = 0.146) and brand loyalty (? = 0.104) have positive but insignificant effects. The model explains 69.6% of the variance in brand equity (R² = 0.696). These results suggest that AirAsia should strengthen brand awareness through digital marketing and improve brand image by enhancing customer experience, reliability, and communication to foster stronger brand equity.
Co-Authors Daisy Mui Hung Kee Fathimah Az-Zahra Binti Harudin Foong Jia Yee Fu Wei Gan Lee Fan Kia Hui Gan Kok Ban Teoh Lin Shihui