Brand is regarded as one of the most important assets of company and plays a key role in its success. Among various dimensions mentioned for brand, in this survey the brand image has been concentrated. Having identified the most important indicators of forming brand image, the aim of this survey is to state its role in impacting on passengers' purchase intention in Iran's aviation industry. The major hypothesis is that brand image has impact on passengers' purchase intention in Iran aviation industry. In order to investigate this hypothesis, SEM (Structural Equation Modeling) method has been used. The statistical population has been composed of Iran airlines passengers, and a random sample of has been selected. A questionnaire has been used to collect information. Findings indicate that the brand image and its indicators have important and detrimental role in passengers' purchase intention, and estimate a considerable portion of purchase intention variance.
کلید واژگان :
Brand, Brand Image, Purchase Intention, Aviation Industry
