https://openaccessjournals.eu/index.php/jmee <p><strong>Journal of Marketing and Emerging Economics (ISSN <a href="https://portal.issn.org/resource/ISSN/2792-4009" target="_blank" rel="noopener">2792-4009</a>)</strong> is a refereed journal, promoted by the Open Access Publishing Group, that publishes original empirical as well as research papers, policy papers, book reviews, and essays related to the field of emerging global economies and other areas of the field.</p> Open Access Journals Incorporations en-US Journal of Marketing and Emerging Economics 2792-4009 https://openaccessjournals.eu/index.php/jmee/article/view/2675 <p>General Background: The airline industry plays a significant role in global economic exchanges, with consumer perception influencing airline patronage. Specific Background: Ibom Air, a major airline in Akwa Ibom State, Nigeria, competes in a highly dynamic aviation market where consumer awareness, brand image, and consumer impressions shape passenger choices. Knowledge Gap: While previous studies have explored consumer perception in various industries, limited research has examined its impact on airline patronage within Nigeria. Aims: This study investigates the effect of consumer awareness, brand image, and consumer impression on patronage of Ibom Air. Results: A survey research design was adopted, with a sample of 400 passengers determined using Taro Yamane’s formula. Data were analyzed through regression models, revealing that consumer awareness, brand image, and consumer impression significantly and positively influence Ibom Air’s patronage. Novelty: Unlike prior studies, this research integrates multiple dimensions of consumer perception to comprehensively assess their impact on airline patronage. Implications: Findings suggest that Ibom Air should enhance brand awareness through online engagement, improve brand image strategies, and prioritize consumer experience to strengthen patronage and competitiveness</p> Charles Bassey Bassey Okokon B. Attih Imoh Charles Uford Copyright (c) 2025 Charles Bassey Bassey, Okokon B. Attih, Imoh Charles Uford https://creativecommons.org/licenses/by/4.0 2025-02-22 2025-02-22 4 6 226 238