Consumer Rental Car Choice: Price, Agent, and Brand Effects

Abstract

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.