HOUSTON— Continental Airlines Inc. will begin charging some coach customers $15 for a first checked bag.

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Continental announced the move Friday, matching rivals who already charge for checking a single bag.

The move is effective immediately, the airline said.

Houston-based Continental said the fee wouldn’t apply to elite members of its frequent-flier program, those in first- or business-class seats, customers traveling on full-fare economy tickets, or military personnel and their families traveling on official orders.

Shares of the company added 19 cents to $18.12 in morning trading.