...Noel Yee‐Man Siu; Hon‐Yan Wong The study investigates the impact of product‐related factors on perceived product safety. The factors examined include price, brand name, country of origin, store name, source credibility, product testing, promotion channels, discount offered and packaging. Results...

... predominates. Pressure for cost reduction raises the possibility of the virtual airline but customer orientation suggests an overriding concern for safety and the integrity of the airline brand. The article complements another on developments in airline marketing. The process for the establishment...