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From mission statement to airline branding


  • Lin, YiHsin
  • Ryan, Chris


As a communication tool a mission statement seeks to convey a message to employees, shareholders and a wider world that includes customers and media. A good mission statement and accompanying branding strategy can be important for an airline, as together they may increase passenger confidence in the carrier. Thus, the purpose of this study is to examine the relationship between mission statements and brand equity, with the existence of trust in a brand as a moderating variable. A sample of 518 passengers were surveyed at Taiwan Taoyuan International Airport using random sampling. The results, using structural equation modeling, show positive relationships between an airline's mission statement and passenger perceptions of brand trust and brand equity. Furthermore, brand trust plays the role of mediator in the relationship between brand equity and passenger perception. The study contributes to research on mission statements with reference to the aviation industry, helps airline managers have a clearer understanding of the relationship between mission statements, brand trust and brand equity and makes suggestions as to how the relationship may be used in practice.

Suggested Citation

  • Lin, YiHsin & Ryan, Chris, 2016. "From mission statement to airline branding," Journal of Air Transport Management, Elsevier, vol. 53(C), pages 150-160.
  • Handle: RePEc:eee:jaitra:v:53:y:2016:i:c:p:150-160
    DOI: 10.1016/j.jairtraman.2016.02.013

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    3. Dmitry A. Ruban & Natalia N. Yashalova & Vladimir A. Ermolaev, 2021. "Is Environment a Strategic Priority of the Leading Energy Companies? Evidence from Mission Statements," Sustainability, MDPI, Open Access Journal, vol. 13(4), pages 1-18, February.
    4. Ayat Zaki Ahmed & Manuel Rodríguez-Díaz, 2020. "Analyzing the Online Reputation and Positioning of Airlines," Sustainability, MDPI, Open Access Journal, vol. 12(3), pages 1-27, February.
    5. Gang-Hoon Seo & Munehiko Itoh, 2019. "Trends of Corporate Mission Statements: From pursuing profit to distinctive and social value," HOLISTICA – Journal of Business and Public Administration, Sciendo, vol. 10(3), pages 27-36, December.
    6. Jiang, Hongwei & Zhang, Yahua, 2016. "An investigation of service quality, customer satisfaction and loyalty in China's airline market," Journal of Air Transport Management, Elsevier, vol. 57(C), pages 80-88.
    7. Dirsehan, Taşkın & Kurtuluş, Sema, 2018. "Measuring brand image using a cognitive approach: Representing brands as a network in the Turkish airline industry," Journal of Air Transport Management, Elsevier, vol. 67(C), pages 85-93.
    8. Ilkhanizadeh, Shiva & Karatepe, Osman M., 2017. "An examination of the consequences of corporate social responsibility in the airline industry: Work engagement, career satisfaction, and voice behavior," Journal of Air Transport Management, Elsevier, vol. 59(C), pages 8-17.
    9. Schmalz, Ulrike & Paul, Annika & Gissibl, Viola, 2021. "An explorative study of corporate travellers’ perception at a German airport," Journal of Air Transport Management, Elsevier, vol. 92(C).
    10. Bayrak, Tuncay, 2020. "A content analysis of top-ranked universities’ mission statements from five global regions," International Journal of Educational Development, Elsevier, vol. 72(C).

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