Open AccessConsumer Rental Car Choice: Price, Agent, and Brand Effects
Author(s) -
Thomas L. Ainscough,
Philip J. Trocchia,
John R. Gum
Publication year - 2011
Publication title -
journal of business and economics research
Language(s) - English
Resource type - Journals
eISSN - 2157-8893
pISSN - 1542-4448
DOI - 10.19030/jber.v7i7.2313
Subject(s) - renting , agency (philosophy) , advertising , marketing , business , economics , engineering , sociology , civil engineering , social science
Car rentals constitute a significant portion of vacation travel expenditures. This research study uses a model developed in prior literature to explore the effects of vehicle brand, rental agency image, and rental price on consumers' willingness to rent automobiles. Results indicate that branding and price impact consumers' decisions to rent motor vehicles. However, the influence of the agency on the rental decision is limited. Managerial implications of these findings are discussed.