2021
DOI: 10.1108/ijchm-12-2020-1424
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Fly me to the moon: from corporate branding orientation to retailer preference and business performance

Abstract: Purpose The airline aviation industry is both capital-intensive and competitive. Hence, the evolution of the sector needs original marketing strategies. To study the relationships between corporate branding and corporate image, taking into account two views, namely, corporate strategy and corporate expression in airline identity, this paper aims to analyze the main indicators of the corporate branding that affect the outcomes of the corporate image. Design/methodology/approach To inspect the theories, the fo… Show more

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Cited by 15 publications
(10 citation statements)
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References 139 publications
(183 reference statements)
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“…Hospitality research on strategic management and organizational behavior in the context of hotel and restaurant employees has focused on perceived fits between a corporate strategy (e.g. CSR) and consumers (or employees) and how those perceived fits affect the consumer’s (or employee’s) evaluations of the strategic activities and corporate image (Foroudi et al , 2022; Kim et al , 2020). While the literature inspired and guided us to develop an overarching model for this study, members of professional associations have distinctive characteristics that differ from both consumers and employees.…”
Section: Discussionmentioning
confidence: 99%
“…Hospitality research on strategic management and organizational behavior in the context of hotel and restaurant employees has focused on perceived fits between a corporate strategy (e.g. CSR) and consumers (or employees) and how those perceived fits affect the consumer’s (or employee’s) evaluations of the strategic activities and corporate image (Foroudi et al , 2022; Kim et al , 2020). While the literature inspired and guided us to develop an overarching model for this study, members of professional associations have distinctive characteristics that differ from both consumers and employees.…”
Section: Discussionmentioning
confidence: 99%
“…Since the interest towards sustainability, corporate responsibility, and stakeholder capitalism is growing (Andrei et al, 2018;Foroudi et al, 2021;Gigauri, 2021;Gigauri et al, 2021;Palazzo et al, 2022;Panait et al, 2021;Puime et al, 2022), especially after the uncertainties due to the COVID-19 pandemic that accelerated the digital economy and the digital transformation, businesses need to respond to current challenges and contribute to the achievement of sustainable development goals. In fact, the global economy evolves towards digital technologies while sustainability has become an integral part of the business sector (Foroudi et al, 2021). In this light, financial inclusion through digitalization can present a solution to economic recovery.…”
Section: Introductionmentioning
confidence: 99%
“…The application of corporate branding to politics is an emerging field of study. Corporate branding, where an organization is branded to serve as a unique resource (Foroudi et al, 2021; Garas et al, 2018; Melewar et al, 2020), can be used to understand politicians, political ideas, and political parties (Needham & Smith, 2015; Pich et al, 2016; Scammell, 2015). Contemporary research, however, has focused on exploring the political brand image solely from the perspectives of voters (Laaksonen et al, 2020; Pineda et al, 2022) and there are explicit calls for research that explores brand image from the perspectives of multiple stakeholders.…”
Section: Introductionmentioning
confidence: 99%