Abstract:
Purpose:
The research aims to investigate the impact of perceived quality, price perception, brand
association, and social media marketing (E-WOM) on the brand preference in the passengers
of Pakistan International Airline (PIA).
Methodology & Design:
I he quantitative approach has been applied for data collection and 159 sample responses
have been gathered from the airline consumers of Pakistan. The data analysis has been
performed using regression analysis technique.
Findings:
Fhe results have showed that perceived quality has a positive but insignificant effect on
brand preference. The price perception has a positive but insignificant effect on brand
preference. The brand association has a positive and significant effect on brand preference.
fhe electronic WOM has a positive and significant effect on brand preference. Moreover, the
findings revealed that brand association had a positive and significant relationship with brand
preference.
Limitations:
Among the limitations, the study was conducted on the airline industry of Pakistan and on a
smaller scale therefore the results cannot be generalized. Further, information was gathered
through online resources which lead to limited number of responses. Lastly, other factors
could have been incorporated in the framework to determine the determinants of brand
preference.Recoinmenclations:
I herefore managers are suggested to manager their brands portfolio. Several brands from the
same industry compete in the same category. One of the difficulties is ensuring that these
trademarks are sufficiently distinct from one another.
