Does a Strong Brand Ease the Choice Process of Consumers When it Comes to Choosing a Low-Cost Airline?

Due to the intangibility of the service ‘ flying’, consumers crave for some convenience when choosing an airline. For example, they make use of Internet applications, which enable them to locate the lowest prices (e.g. http://www.cheaptickets.nl) or read opinions of others (e.g. http://www.reviewcentre.com). Consumer associations also present research reports concerning products and services to indicate the best purchases. The desire of consumers for these forms of surrogate information indicates their need for decision convenience. Enhancing decision convenience is very important, since it increases purchase intention (Seiders, et al. 2007).