Surviving and thriving through a crisis: a resiliency branding approach to transform airline industry
Purpose: There has been substantial research on branding globally. However, there is a dearth of studies empirically investigating branding strategies during the pandemic to mitigate COVID-19 effects on the airline industry. The paper considers three factors which are brand familiarity, brand commun...
| Published in: | Kybernetes |
|---|---|
| Main Author: | |
| Format: | Article |
| Language: | English |
| Published: |
Emerald Publishing
2023
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| Online Access: | https://www.scopus.com/inward/record.uri?eid=2-s2.0-85151001388&doi=10.1108%2fK-07-2022-1062&partnerID=40&md5=3bed3f1b7324079c193c4ebd4e667243 |