Creating Memorable Brand Experience to Enhance Brand Loyalty in Low-Cost Airlines
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Abstract
This study examines the mechanism for building brand loyalty toward Thai Vietjet Air under the “Enjoy Flying” brand identity. The study investigates the mediating role of memorable brand experience (MEM) as a mediating variable in the relationships among service quality (SQ), perceived value (PV), and brand loyalty (LOY). A quantitative research design was employed. Data were collected through questionnaires from 423 respondents who had previously used the airline’s services and were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings reveal that SQ and PV have significant positive effects on MEM. However, SQ does not directly affect LOY. Instead, SQ affects LOY through MEM, indicating indirect-only mediation. In contrast, PV affects LOY both directly and indirectly through MEM, indicating complementary mediation. These findings indicate that the brand identity of “Enjoy Flying” can be integrated with service quality design and value communication to enhance the design of memorable travel experiences, which in turn contributes to strengthening airline brand loyalty. This study therefore makes a practical contribution by proposing guidelines for developing brand experiences that foster loyalty, while also extending the understanding of the role of memorable brand experiences in the low-cost airline business management.
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