Brand experience is a new topic in recent year. It has been proposed that experience capable of delivering unique functional and emotional elements to build the strong relationship between brand and customer. Airline is a top service industry focus on safety and high quality transportation service. Therefore brand experience is easy to deliver to passenger by airline service and indirectly create individual brand personality. And these similar characteristics and real experiences are helpful to improve brand equity, satisfaction brand loyalty. Base on varied characteristics of operation and country perceive. This study will survey passengers of full service airlines, non frill service airlines, international airlines and national airlines. Model of process of brand experience – customer loyalty have three mediator variables that is brand personality, brand equity and brand satisfaction. Otherwise, the moderating effect around this model is with or without airline alliance. The outcome of this study will confirm the benefit of brand experience in airline service industry and take a sample to help brand and customer management for airlines. This is a 2-year project. The first-year study will be carried out in two stages. The first stage is consisted of a series of literature review, focus group discussion and interview with passengers and experts to collect their important comments. The second stage is survey questionnaires passengers of full service airlines and non frills airlines. The second year’s project will also survey questionnaires of international airlines and national airlines. SEM and HLM will to examining the relationship among research variables and identify finally model. Moreover, we will also use questionnaires to understand how process this model and develop suggestions to airport and brand marketers.
