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This study aims to examine the mediating and moderating processes that link airline brand image to passenger loyalty through perceived value.

The research participants were Taiwanese passengers with experience travelling abroad by air. Structural equation modelling and multigroup analysis were used to investigate the effect of airline brand image and perceived value on the loyalty of passengers using full-service and low-cost carriers.

For both airline types, airline brand image had a significant and positive effect on passenger perceived value. Perceived value had a significant and positive effect on passenger loyalty, perceived value was a crucial mediator and airline type was not a key moderator in the model.

In this study, focusing on the perspective of Taiwanese passengers, a conceptual model of the factors that lead to passenger loyalty, with a focus on brand image, was developed. This paper contributes to the literature and application field by examining the mediating effect of perceived value and the moderating role of airline type in the aviation industry; on the basis of the results, potential recovery strategies for airlines in the post-COVID-19 era are provided.

本研究檢驗透過知覺價值將航空公司品牌形象與乘客忠誠度連結起來的中介和調節過程。

受訪者是曾經有搭乘飛機出國旅行經驗的台灣乘客。本研究採用結構方程模式和多群組分析進行驗證, 分別從搭乘全服務型航空與低成本航空的乘客探討航空公司品牌形象和知覺價值對乘客忠誠行為的影響。

不論是就全服務型航空或低成本航空而言, 航空公司品牌形象對乘客知覺價值都具有顯著的正向影響, 知覺價值對乘客忠誠行為同樣具有顯著的正向影響; 知覺價值是一個重要的中介變數, 而航空公司類型不是關鍵的調節變數。

在這項以台灣乘客的視角為重點的研究中, 開發了一個以品牌形象為重點的導致乘客忠誠度因素的概念模型。本研究通過檢驗知覺價值的中介作用和航空公司類型在航空業中的調節作用, 為文獻和應用領域做出了貢獻; 最後根據研究結果, 提供後疫情時代航空公司的潛在恢復策略。

este estudio examinó los procesos de mediación y moderación que vinculan la imagen de marca de la aerolínea con la lealtad de los pasajeros a través del valor percibido.

los participantes de la investigación eran pasajeros taiwaneses con experiencia en viajes al extranjero por vía aérea. Se emplearon modelos de ecuaciones estructurales y análisis multigrupo para investigar el efecto de la imagen de marca de la aerolínea y el valor percibido en la lealtad de los pasajeros que utilizan líneas aéreas de servicio completo y de bajo costo.

para ambos tipos de aerolíneas, la imagen de marca de la aerolínea tuvo un efecto significativo y positivo en el valor percibido por los pasajeros. El valor percibido tuvo un efecto significativo y positivo en la lealtad de los pasajeros, el valor percibido fue un mediador crucial y el tipo de aerolínea no fue un moderador clave en el modelo.

En este estudio centrado en la perspectiva de los pasajeros taiwaneses, se desarrolló un modelo conceptual de los factores que conducen a la lealtad de los pasajeros, con un enfoque en la imagen de marca. Este documento contribuye al campo de la literatura y la aplicación al examinar el efecto mediador del valor percibido y el papel moderador del tipo de aerolínea en la industria de la aviación; Sobre la base de los resultados, se proporcionan posibles estrategias de recuperación para las aerolíneas en la era posterior a la COVID-19.

This paper proposes a theory-based process model for the generation, articulation, sharing and application of managerial heuristics, from their origin as unspoken insight, to proverbialization, to formal or informal sharing, and to their adoption as optional guidelines or policy.

A conceptual paper is built using systematic and non-systematic review of literature. This paper employs a three-step approach to propose a process model for the emergence of managerial heuristics. Step one uses a systematic review of empirical studies on heuristics in order to map extant research on four key criteria and to obtain, by flicking through this sample in a moving-pictures style, the static stages of the process; step two adapts a knowledge management framework to yield the dynamic aspect; step three assembles these findings into a graphical process model and uses insights from literature to enrich its description and to synthesize four propositions.

The paper provides insights into how heuristics originate from experienced managers confronted with negative situations and are firstly expressed as an inequality with a threshold. Further articulation is done by proverbialization, refining and adapting. Sharing is done either in an informal way, through socialization, or in a formal way, through regular meetings. Soft adoption as guidelines is based on expert authority, while hard adoption as policy is based on hierarchical authority or on collective authority.

The findings are theory-based, and the model must be empirically refined.

Practical advice for managers on how to develop and share their portfolio of heuristics makes this paper valuable for practitioners.

This study addresses the less-researched aspect of heuristics creation, transforms static insights from literature into a dynamic process model, and, in a blended-theory approach, considers insights from a distant, but relevant literature – paremiology (the science of proverbs).

The purpose of this paper is to focus on the differences between managing domestic corporate brands (DCBs) and multinational corporate brands (MCBs), and presents a framework highlighting six types of complexity associated with managing both forms of corporate brands in an international business context.

This paper proposes a framework addressing six types of complexity involved in managing DCBs and MCBs drawing on the literature related to corporate branding, corporate brands, and domestic and multinational corporations. The six types of complexity examined include: strategic role, organisational structure, culture, knowledge, positioning and extended responsibility.

The research identifies that DCBs have a lower degree of complexity in regard to strategic role, knowledge and positioning, but have a higher level in regard to organisational structure, cultural and extended responsibility complexity. MCBs face more complexity than DCBs across all dimensions because they operate across business environments and need to coordinate activities while adapting to environmental differences.

The findings highlight the importance of environmental complexity for firms managing brands globally. The issues of complexity identified in this paper need to be understood if firms are to effectively build and manage their corporate brands within and across markets.

The paper highlights the concepts of DCBs and MCBs, and identifies the factors that contribute to the complexity of managing these two types of corporate brands domestically and internationally.