IDEAS home Printed from https://ideas.repec.org/a/vrs/logitl/v16y2025i1p1-12n1001.html
   My bibliography  Save this article

Employer Branding and Brand Building in the Aviation Industry

Author

Listed:
  • Gabrišová Ivana

    (University of Žilina, Department of management theories, Faculty of management science and informatics, Univerzitná 8215/1, 010 26 Žilina, Slovak republic)

  • Koman Gabriel

    (University of Žilina, Department of management theories, Faculty of management science and informatics, Univerzitná 8215/1, 010 26 Žilina, Slovak republic)

Abstract

Businesses increasingly aim to attract new employees and customers by creating a unique brand identity. Airlines, particularly low-cost carriers, are no exception. After the staff shortages caused by the COVID-19 pandemic, airlines use branding to regain their competitive edge and restore customer satisfaction. This paper explores the role of employer branding, a fusion of human resources and marketing, in the aviation sector. The research integrates both consumer and employee perspectives, helping to deepen the understanding of how a strong employer brand drives organizational success. It contributes to existing literature by addressing the gap in studies examining the interplay between these factors. A literature review and qualitative analysis of seventeen case studies, meeting three selected parameters (year, topic, and data used), were conducted to achieve the research goals. Results show that service performance and credibility are critical factors in aviation, more so than in other industries. To build customer loyalty, airlines should focus on meeting diverse needs based on travel types, offering memorable experiences, and ensuring website security. By strengthening their brand, companies can enhance their attractiveness to job seekers, boost employee and customer satisfaction and loyalty, and improve overall business performance.

Suggested Citation

  • Gabrišová Ivana & Koman Gabriel, 2025. "Employer Branding and Brand Building in the Aviation Industry," LOGI – Scientific Journal on Transport and Logistics, Sciendo, vol. 16(1), pages 1-12.
    • Handle: RePEc:vrs:logitl:v:16:y:2025:i:1:p:1-12:n:1001
    DOI: 10.2478/logi-2025-0001
    as

    Download full text from publisher

    File URL: https://doi.org/10.2478/logi-2025-0001
    Download Restriction: no
    File URL: https://libkey.io/10.2478/logi-2025-0001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    References listed on IDEAS

    as
    1. Ridhya Goyal & Gurvinder Kaur, 2023. "Identifying the impact of employer branding in the retention of nurses: the mediating role of organizational culture and career development," Palgrave Communications, Palgrave Macmillan, vol. 10(1), pages 1-10, December.
    2. Zdenko Stacho & Katarina Stachova & Michal Lukac & Vaclav Kupec & Nadezda Petru, 2023. "Management Reflections on Innovations in Digitalization, with an Emphasis on Degree of Work Autonomy," E&M Economics and Management, Technical University of Liberec, Faculty of Economics, vol. 26(1), pages 78-93, March.
    3. Renée Rahman & Tobias Langner & Dirk Temme, 2021. "Brand love: conceptual and empirical investigation of a holistic causal model," Journal of Brand Management, Palgrave Macmillan, vol. 28(6), pages 609-642, November.
    4. Fangni Zhang & Daniel J. Graham, 2020. "Air transport and economic growth: a review of the impact mechanism and causal relationships," Transport Reviews, Taylor & Francis Journals, vol. 40(4), pages 506-528, July.
    5. Wajeeha Aslam & Kashif Farhat & Imtiaz Arif, 2019. "Role of electronic word of mouth on purchase intention," International Journal of Business Information Systems, Inderscience Enterprises Ltd, vol. 30(4), pages 411-426.
    6. Kucherov, Dmitry G. & Tsybova, Victoria S. & Yu. Lisovskaia, Antonina & Alkanova, Olga N., 2022. "Brand orientation, employer branding and internal branding: Do they effect on recruitment during the COVID-19 pandemic?," Journal of Business Research, Elsevier, vol. 151(C), pages 126-137.
    7. Angela Eliza Micu & Olfa Bouzaabia & Rym Bouzaabia & Adrian Micu & Alexandru Capatina, 2019. "Online customer experience in e-retailing: implications for web entrepreneurship," International Entrepreneurship and Management Journal, Springer, vol. 15(2), pages 651-675, June.
    8. Pabla, Harleen & Soch, Harmeen, 2023. "Up in the air! Airline passenger's brand experience and its impact on brand satisfaction mediated by brand love," Journal of Air Transport Management, Elsevier, vol. 107(C).
    9. Shen, Chao & Yahya, Yazkhiruni, 2021. "The impact of service quality and price on passengers' loyalty towards low-cost airlines: The Southeast Asia perspective," Journal of Air Transport Management, Elsevier, vol. 91(C).
    10. Bachwich, Alexander R. & Wittman, Michael D., 2017. "The emergence and effects of the ultra-low cost carrier (ULCC) business model in the U.S. airline industry," Journal of Air Transport Management, Elsevier, vol. 62(C), pages 155-164.
    11. O’Connell, John F. & Williams, George, 2005. "Passengers’ perceptions of low cost airlines and full service carriers: A case study involving Ryanair, Aer Lingus, Air Asia and Malaysia Airlines," Journal of Air Transport Management, Elsevier, vol. 11(4), pages 259-272.
    12. Antonios Kargas & Alexios Tsokos, 2020. "Employer Branding Implementation and Human Resource Management in Greek Telecommunication Industry," Administrative Sciences, MDPI, vol. 10(1), pages 1-14, March.
    13. Martin Holubčík & Jakub Soviar, 2021. "Main Problems of Cooperation Management: Insights from Slovak Companies," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    14. Laïla Benraiss-Noailles & Catherine Viot, 2020. "Employer brand equity effects on employees well-being and loyalty," Post-Print hal-02504655, HAL.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Kuo Cheng Chung & Paul Juinn Bing Tan, 2022. "Options to Improve Service Quality to Enhance Value Co-Creation for Customers in the Aviation Industry in Taiwan," SAGE Open, , vol. 12(1), pages 21582440221, March.
    2. Sun, Xiaoqian & Wandelt, Sebastian & Zhang, Anming, 2022. "STARTUPS: Founding airlines during COVID-19 - A hopeless endeavor or an ample opportunity for a better aviation system?," Transport Policy, Elsevier, vol. 118(C), pages 10-19.
    3. Klophaus, Richard & Yu, Chunyan, 2023. "Short-haul airline services in Europe and North America - A cross-business model and cross-continental analysis," Journal of Air Transport Management, Elsevier, vol. 109(C).
    4. Chen, Ruotian & Yang, Hangjun & Wang, Kun & Jiang, Changmin, 2024. "Impacts of a sustainable aviation fuel mandate on airline competition — Full-service carrier vs. low-cost carrier," Transportation Research Part B: Methodological, Elsevier, vol. 190(C).
    5. Lee, Won Seok & Tang, Ruohan & Moon, Joonho & Song, Myungkeun, 2022. "The structural relationship between a low-cost carrier’s service experience, corporate social responsibility, brand love, and reuse intention: The case of Southwest Airlines," Journal of Air Transport Management, Elsevier, vol. 102(C).
    6. Cho, Woohyun & Min, Dong-Jun, 2018. "Longitudinal examination of passenger characteristics among airline types in the US," Journal of Air Transport Management, Elsevier, vol. 72(C), pages 11-19.
    7. Thi-Phuong Nguyen, 2021. "Assess the Impacts of Discount Policies on the Reliability of a Stochastic Air Transport Network," Mathematics, MDPI, vol. 9(9), pages 1-13, April.
    8. Zuidberg, Joost, 2019. "Network geographies and financial performances in low-cost carrier versus network carrier competition: The case of Norwegian versus SAS," Journal of Transport Geography, Elsevier, vol. 79(C), pages 1-1.
    9. Yang, Zhiwei & Li, Can & Jiao, Jingjuan & Liu, Wei & Zhang, Fangni, 2020. "On the joint impact of high-speed rail and megalopolis policy on regional economic growth in China," Transport Policy, Elsevier, vol. 99(C), pages 20-30.
    10. Oliver Faust & Jochen Gönsch & Robert Klein, 2017. "Demand-Oriented Integrated Scheduling for Point-to-Point Airlines," Transportation Science, INFORMS, vol. 51(1), pages 196-213, February.
    11. Godart, Frédéric & Pistilli, Luca, 2024. "The multifaceted concept of disruption: A typology," Journal of Business Research, Elsevier, vol. 170(C).
    12. Tu Anh Trinh & Ducksu Seo & Unchong Kim & Thi Nhu Quynh Phan & Thi Hai Hang Nguyen, 2022. "Air Transport Centrality as a Driver of Sustainable Regional Growth: A Case of Vietnam," Sustainability, MDPI, vol. 14(15), pages 1-14, August.
    13. Gong, Zhenwei & Zhang, Fangni & Liu, Wei & Graham, Daniel J., 2023. "On the effects of airport capacity expansion under responsive airlines and elastic passenger demand," Transportation Research Part B: Methodological, Elsevier, vol. 170(C), pages 48-76.
    14. Takumi Kato, 2021. "Brand loyalty explained by concept recall: recognizing the significance of the brand concept compared to features," Journal of Marketing Analytics, Palgrave Macmillan, vol. 9(3), pages 185-198, September.
    15. E. Rancheva & T. Petkov & Stela Todorova, 2018. "Economic Effects and Invasion of Low-Cost Carriers on the Bulgarian Air Market," Marketing and Branding Research, EUROKD, vol. 5(2), pages 111-121.
    16. O’Connell, John F. & Williams, George, 2006. "Transformation of India's Domestic Airlines: A case study of Indian Airlines, Jet Airways, Air Sahara and Air Deccan," Journal of Air Transport Management, Elsevier, vol. 12(6), pages 358-374.
    17. Hsu, Chia-Jui & Yen, Jin-Ru & Chang, Yu-Chun & Woon, Hui Kee, 2016. "How do the services of low cost carriers affect passengers' behavioral intentions to revisit a destination?," Journal of Air Transport Management, Elsevier, vol. 52(C), pages 111-116.
    18. John Francis O’Connell & David Connolly, 2017. "The strategic evolution of Aer Lingus from a full-service airline to a low-cost carrier and finally positioning itself into a value hybrid airline," Tourism Economics, , vol. 23(6), pages 1296-1320, September.
    19. Cho, Woohyun & Windle, Robert J. & Dresner, Martin E., 2015. "The impact of low-cost carriers on airport choice in the US: A case study of the Washington–Baltimore region," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 81(C), pages 141-157.
    20. Zou, Li & Yu, Chunyan, 2020. "The evolving market entry strategy: A comparative study of Southwest and JetBlue," Transportation Research Part A: Policy and Practice, Elsevier, vol. 132(C), pages 682-695.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:vrs:logitl:v:16:y:2025:i:1:p:1-12:n:1001. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Peter Golla (email available below). General contact details of provider: https://www.sciendo.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.