The influences of airline brand credibility on consumer purchase intentions

This study investigates how brand credibility affects consumer purchase intention in the airline sector. Based on signaling theory and relationship marketing theory, it explores the relationships among four constructs: brand credibility, decision convenience, affective commitment and purchase intention. A structural equation model applied to consumer survey data supports the argument. The results indicate that airline brand credibility increases consumer purchase intention by increasing consumers' decision convenience and enhancing affective commitment. Decision convenience can be considered a new mediator of a causal relationship between brand credibility and purchase intention. The results offer implications for airline marketers and directions for future research.