Airline CSR and Quality Attributes as Driving Forces of Passengers’ Brand Love: Comparing Full-Service Carriers with Low-Cost Carriers

Consumers’ increased awareness of social and environmental issues encourages airlines to implement corporate responsibility (CSR); however, the effectiveness CSR according airline type remains unclear. This study examines roles service quality in enhancing passengers’ brand love industry explores moderating role on CSR–brand quality–brand relationships. To test theoretical model, we conducted a web-based survey with 426 participants who were knowledgeable about activities companies that they had recently used. Based responses, structural equation modeling results revealed salient both creating love, which, turn, significantly contributed positive word mouth. Moreover, moderated effect airlines’ love. these findings, provide academic implications practical strategies by type.