Innovative brand experience's influence on brand equity and brand satisfaction

Many studies examine the role of innovation as a source of competitive advantage in the airline industry. Innovative brand experience is a particularly hot issue as it can deliver unique functional and emotional elements to build a strong relationship between the brand and its customers. The purpose of this study is to examine the relationships between innovative brand experience, brand equity and brand satisfaction in airlines. To this end, this study collects passenger survey data at Taiwan's Taoyuan International Airport and uses multiple regression analysis to examine the relationships among the research variables and identify the final performance. The results reveal that airline innovative brand experience has a positive impact on brand equity and brand satisfaction. The study confirms the benefits of innovative brand experience in the airline industry and in helping the airlines in the branding process and customer management. (C) 2015 Published by Elsevier Inc.