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The impact of airline internal branding on work outcomes using job satisfaction as a mediator

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  • Sung, Yung-Kun
  • Hu, Hsin-Hui Sunny

Abstract

Within the context of the airline industry, this study offers an integrated approach measuring the effects of internal brand communication, brand-centered training, transformational leadership, brand ideology, and internal brand communities on job satisfaction and work outcomes. It further explores the role of job satisfaction as a mediator between internal branding and work outcomes. Following an analysis of 485 responses, we find that leadership, ideology, and communities positively influence job satisfaction, which in turn affects intention-to-stay, team performance, and brand commitment. Job satisfaction is also found to mediate the relationships between internal branding (i.e., transformational leadership, brand ideology, and internal brand communities) and work outcomes. These findings highlight that appropriate branding strategies can enhance airline development through employee satisfaction.

Suggested Citation

  • Sung, Yung-Kun & Hu, Hsin-Hui Sunny, 2021. "The impact of airline internal branding on work outcomes using job satisfaction as a mediator," Journal of Air Transport Management, Elsevier, vol. 94(C).
    • Handle: RePEc:eee:jaitra:v:94:y:2021:i:c:s0969699721000466
    DOI: 10.1016/j.jairtraman.2021.102063
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    References listed on IDEAS

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