Title: Far more than just flying! Role of airline brand experience in shaping brand satisfaction and brand loyalty

Authors: Harleen Pabla; Harmeen Soch

Addresses: Department of Management and Hospitality, I.K. Gujral Punjab Technical University, Kapurthala, Punjab, India ' Department of Management and Hospitality, I.K. Gujral Punjab Technical University, Kapurthala, Punjab, India

Abstract: The aim of this article is to fill the gap in literature which is to examine the influence of individual brand experience dimensions on brand satisfaction and brand loyalty. For this study, a sample of the Indian aviation sector was selected since there is little data available on the aviation business in emerging economies. The study is based on primary data collected from 501 passengers who have travelled by air using structured questionnaire. IBM SPSS 24 and PLS 3.3.3 have been used to analyse and interpret data. The empirical findings demonstrate that all dimensions of brand experience impact brand satisfaction and brand loyalty with the exception of the behavioural dimension. Based on importance-performance map analysis (IPMA), sensory dimension holds more importance on brand satisfaction and the emotional dimension has a stronger impact on brand loyalty. The results of this study can assist managers in creating a more advanced experience framework to attract satisfied and loyal customers.

Keywords: brand experience; brand satisfaction; brand loyalty; aviation sector; PLS-SEM; importance-performance map analysis; IPMA; PLS-Predict.

DOI: 10.1504/IJIMA.2025.146382

International Journal of Internet Marketing and Advertising, 2025 Vol.22 No.3, pp.313 - 332

Received: 18 May 2022
Accepted: 07 Dec 2022
Published online: 28 May 2025 *

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