Dimensions for Measuring Brand Equity in the Airlines Industry.

The structuring of brand equity is a fundamental aspect at a strategic level for marketing management since its consolidation strengthens the market orientation of organizations, as well as the relationship with one of their main interest groups, consumers. The objective of this research is to design an instrument to measure the dimensions of brand equity in the airline industry from the users' perception. At the methodological level, an instrumental, analytical, and transversal study is carried out, complemented with an exploratory and confirmatory factor analysis based on an instrument applied to 429 frequent consumers of Colombian airlines, which was analysed with the software The R Project for Statistical Computing and JASP software. The results determine that the new proposed instrument is composed of the following dimensions: the importance of Brand loyalty (IBL), quality and brand associations (QBA), brand awareness (BA), and brand performance (BP); from these, organizations in the airline sector will be able to strengthen the management of their brand equity and recognize the impact it has on their customers. It is concluded that this sector should continue to consolidate its brand equity as a strategic activity based on these dimensions, allowing it to increase the market positioning of its brands and its orientation towards customer satisfaction. [ABSTRACT FROM AUTHOR]