Factors Influencing Consumer Acceptance of China’s Civil Aviation Brands: An Examination from a Cognitive Perspective

DOI

10.2991/978-94-6463-638-3_7How to use a DOI?

Keywords

Chinese Civil Aviation Brands; Consumer Cognition; Brand Acceptance; Brand Image; Brand Perceived Quality

Abstract

Esteemed international aviation brands have managed to cultivate a loyal consumer base, thereby emphasizing the significance of public acceptance towards Chinese civil aviation brands for the development of China's civil aviation (CCA) market. In this study, we aim to explore the influence of brand expectation and brand perceived quality on the acceptance factors for CCA brands, from the perspective of consumer cognition. Our findings reveal that both brand perceived quality and consumer expectation exert a positive and substantial impact on brand acceptance. Furthermore, it is worth noting that brand image plays a significant role in mediating these two impact pathways.

Copyright

© 2024 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Hongde Liu
AU  - Tingyu Luo
AU  - Zhe Ma
AU  - Peng Meng
AU  - Jun Wang
AU  - Weiguo Fang
PY  - 2024
DA  - 2024/12/30
TI  - Factors Influencing Consumer Acceptance of China’s Civil Aviation Brands: An Examination from a Cognitive Perspective
BT  - Proceedings of the 5th International Conference on Economic Management and Big Data Application (ICEMBDA 2024)
PB  - Atlantis Press
SP  - 45
EP  - 54
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6463-638-3_7
DO  - 10.2991/978-94-6463-638-3_7
ID  - Liu2024
ER  -