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Title: Brand establishment in the aviation sector: An inductive approach
Authors: Nor Aida Abdul Rahman
Suzari Abdul Rahim
Md Fauzi Ahmad
Keywords: Airline Cargo
Brand establishment
Airline Caterer
Issue Date: 2020
Publisher: Institute of Advanced Scientific Research, Inc.
Citation: Nor Aida Abdul Rahman,Suzari Abdul Rahim,Md Fauzi Ahmad, Journal of Advanced Research in Dynamical and Control Systems, Volume 12, Issue 6, 2020, Pages 1741-1744, DOI: 10.5373/JARDCS/V12I2/S20201374
Abstract: As the field of aviation branding is rarely explored, this study focuses on the brand establishment in Malaysia aviation industry. This article explains how aviation players ranging from airline, airline cargo, airline catering, ground handler and MROs define branding. Additionally, this article also explore how the aviation players position themselves in the minds of customers and other stakeholders. We applied contextual qualitative analysis in this study to discover how the aviation players perceive branding and brand establishment. The study closes with providing direction for future research. This study enhances current literature review in industrial market particularly in the aviation context with focusing on different spectrum of aviation. This research also demonstrates establishment of branding in aviation require strong brand image as well as customer support. © 2020, Institute of Advanced Scientific Research, Inc.. All rights reserved.
ISSN: 1943023X
Appears in Collections:Journal Articles

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