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

Yung-Kun Sung and Hsin-Hui Sunny Hu

Journal of Air Transport Management, 2021, vol. 94, issue C

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.

Keywords: Internal branding; Brand ideology; Internal brand communities; Job satisfaction; Work outcomes (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.sciencedirect.com/science/article/pii/S0969699721000466
Full text for ScienceDirect subscribers only

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:eee:jaitra:v:94:y:2021:i:c:s0969699721000466

DOI: 10.1016/j.jairtraman.2021.102063

Access Statistics for this article

Journal of Air Transport Management is currently edited by Anne Graham

More articles in Journal of Air Transport Management from Elsevier
Bibliographic data for series maintained by Catherine Liu ().