Brand Love, Brand Loyalty, and Word of Mouth: A Case of AirAsia

The study aims to investigate the relationship among brand love, brand loyalty, and word of mouth of AirAsia Airline’s customers in Khon Kaen, Thailand. The data was collected by questionnaires from 400 Air Asia’s customers. Then data was analyzed by using Structural Equation Modeling (SEM). The results of the study revealed that brand love has a direct and indirect influence on word of mouth through brand loyalty.