Market strategy development and innovation to strengthen consumer-based equity: The case of Brazilian airlines

A brand valued by passengers would be able to convey quality and credibility, adds value to air transport the service, and increases passengers' willingness to pay a premium for tickets. However, studies on consumer-based brand equity in the air transport sector have been scarce, especially in developing countries such as Brazil. This study examines the relationship between marketing strategies adopted by Brazilian airlines in the domestic market and the strengthening of consumer-based brand equity (particularly brand associations with brand awareness, perceived quality, and brand loyalty). A literature review and a survey of 33 managers from Brazil's top airlines were conducted to develop the study's conceptual model. To empirically test the model, another survey was conducted on 480 passengers at six airports in the central western, southern, and southeastern regions of Brazil and the data analyzed via structural equation modeling. The results show that joint investments are necessary for innovation in service, price promotion, and event sponsorship in order to strengthen the key consumer-based brand dimensions. This study provides a basis for the development of future studies on passenger-based brand equity and helps airlines target their marketing strategies with maximum effectiveness.