Branding satisfaction in the airline industry: a comparative study of Malaysia Airlines and Air Asia
Brand is crucial in differentiating the superiority of products or services over others. This is an exploratory study examining the differences in brand satisfaction between Malaysian Airlines (full service airlines) and Air Asia (low cost airlines) in Malaysia. 350 usable questionnaires were obtain...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
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Academic Journals
2011
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| Subjects: | |
| Online Access: | http://eprints.um.edu.my/10461/1/00007082_68208.pdf |