本研究目的在探討航空公司品牌權益之組成要素影響關係，包括品牌知曉、知覺品質、品牌形象及品牌忠誠度。採取問卷調查法，針對搭乘國際線班機之旅客進行調查，問卷內容共分五個部分，第一至第四部份分別為品牌知曉、品牌形象、知覺品質與品牌忠誠度之態度問項，第五部份則為受訪者基本資料與旅次行為問項。調查地點為桃園國際機場之第一航廈與第二航廈，於民國97年2月進行調查，共得有效樣本為249份。資料分析方法包括描述性統計分析、信度分析、相關分析、單因子變異數分析、確認性因素分析及結構方程模式分析。研究主要結論如下：一、品牌知曉會正向影響知覺品質及品牌形象，並且品牌知曉會透過知覺品質間接影響品牌形象；二、知覺品質會正向影響品牌形象及品牌忠誠度，並且知覺品質會透過品牌形象間接影響品牌忠誠度；三、品牌形象會正向影響品牌忠誠度。根據研究結果得知，航空公司在提升或建立品牌權益的過程中，應強調提升航空公司知名度、服務品質與品牌形象外，應更加強調顧客品牌忠誠度的維持與提升。

The purpose of this study is to explore the relationships between the components of brand equity including brand awareness, perceived quality, brand image and brand loyalty for airlines. The data was collected by a self-administered questionnaire survey conducted at Taoyuan International Airport. The questionnaire consists of five parts, i.e. brand awareness, perceived quality, brand image, brand loyalty, and respondent demographic information. During the month of February, 2008, a total of 249 useful passenger samples are obtained. By using descriptive statistical analysis, reliability analysis, correlation analysis, one way ANOVA, confirmation factor analysis and structural equation modeling, the results of the study reveal that 1. brand awareness has direct positive effects on both perceived quality and brand image; 2. perceived quality has direct positive effects on brand image and brand loyalty; 3. brand image has direct positive on brand loyalty. According to the results, discussions and managerial implication for airline branding strategies are also provided.

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