دانلود رایگان مقاله از بیانیه ماموریت تا برندینگ هواپیمایی

abstract

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.

5. Conclusion and discussion

This study attempted to shed light on the purpose and contents of mission statements and the effects of mission statements for enterprise branding in two airlines. The study also contributes to the research gap of literature on the perceptions held by one group of external stakeholders (namely passengers) of mission statements. Brand issues are a growing body of literature in many industries and although the mission statements and brand topic have been examined by Ingenhoff and Fuhrer (2010) using web site information, this study represents a first attempt to integrate the contents of airline mission statements to study the effects of brand trust and brand equity by customers in this context. Therefore, the results of this study indicate that the communication of mission statements to airline passengers can enhance positive assessments of brand image and perceptions of brand equity.