Antecedents and consequences of Southwest Airlines’ brand love

초록

Competition among low-cost carriers has become more intense, so it is essential to figure out their consumers’ characteristics. Thus, this study aims to investigate the characteristics of low-cost carrier customers. The research subject was Southwest Airlines because its market share is the largest in the low- cost carrier business area. As the main attribute, this research employs brand love. As for the antecedents of brand love, this study chose fun, emotion, and corporate social responsibility (CSR). Also, this research selected reuse intention as the consequence attribute of brand love. For the data collection to test the hypotheses, Amazon Mechanical Turk panels were used. This study used 308 surveys, and the data were statistically analyzed for frequency analysis, correlation matrix, exploratory factor analysis with varimax rotation, reliability, and multiple regression analysis. Regarding the results, brand love was positively influenced by both fun and CSR. Moreover, the results reveal a positive association between brand love and reuse intention. This study contributes to the literature by clarifying the association among the four attributes. Additionally, this study could offer practical implications for management of low- cost carriers.

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