Validating a consumer-based service brand equity (CBSBE) model in the airline industry

Over time, scholars have argued that consumer-based brand equity (CBBE) models are less suitable for service-dominant brands, mainly because the role of customer experience with services is often disregarded. Also, absence two essential components, consistency and perceived value, signals a lack depth in creating service equity. To address these gaps, we examine service-branding theory by conceptualizing validating (CBSBE) model Sarker et al. (2019) context airlines. Airline direct highly important aspects strengthening components services. Subsequently, maximizing followed favorable meaning nucleus branding Using most advanced PLS-SEM techniques, our CBSBE robust explaining theoretical notion Thus, achieving pleasant desirable maintaining across touchpoints would be an effective strategy organizations.