Abstract
Brand Equity is not only important in traditional marketing strategies but has a significant role to
play in the online marketplace Results of an experimental study on the airline industry show the
continued salience of brand name. Purchasing airline tickets online was found to be associated with
greater value for money. The research also showed that consumers associate discounting with
purchasing airline tickets online and do not find offline discounting to be as creditable. In fact they were found to be less inclined to purchase cheaper tickets offline than more expensive tickets online. Thus companies need carefully consider discounting when they have both online and offline channels of distribution.
| Original language | English |
|---|---|
| Number of pages | 34 |
| Journal | Journal of internet business |
| Issue number | 2 |
| Publication status | Published - 2005 |