دانلود رایگان مقاله لاتین برند هواپیمایی از سایت الزویر
عنوان فارسی مقاله:
از بیانیه ماموریت تا برندینگ هواپیمایی
عنوان انگلیسی مقاله:
From mission statement to airline branding
سال انتشار : 2016
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بخشی از مقاله انگلیسی:
2. Conceptual background and hypothesis development
2.1. Mission statement A well-crafted mission statement is good for organizational performance when used properly (Mullane, 2002). For their part Leuthesser and Kohli (1997) argued a mission statement provides a significant channel for communicating essential values and norms to target groups such as consumers and employees. It also refers to both internal and external actions (Braun et al., 2012; Chun and Davies, 2001). Mission statements have also been found to be an essential and crucial management tool for a firm to determine its goals, direction and rationale for existence through the implementation of strategy plans (Wang and Lin, 2011). To achieve this, Pearce and David (1987) suggested nine components should be incorporated into the mission statement: namely customers or clients, products or services, location, technology, concern for survival, philosophy, self-concept, concern for public image and concern for employees. Campbell and Yeung (1991a, b) also suggested the inclusion of four other components: purpose, strategy, behavior, and values of a company. By its nature, a mission statement is commonly perceived as a tool that explicitly presents corporate identity, purpose and strategic intent of a company (Hirota et al., 2010), while also pointing out current management issues (Ingenhoff and Fuhrer, 2010). Thus a mission statement is used to answer the question of what an organization is, should be and will be in the future (Moin et al., 2012; Wang and Lin, 2011). Moin et al. (2012) again emphasized that having a concise and meaningful mission statement is beneficial to a company as it can help to set a boundary line that avoids management executives being diverted from an organization's goals and objectives during any decision making process, as well as encouraging and inducing workers to contribute to the company. This is because it aids in creating a sense of belonging, and inspires congruity between the contribution of employees and the values of the firm (Lin, 2012). In their research Ruzzier and de Chernatony (2013) viewed the relationship between brand value and both brand vision and mission to be important (de Chernatony, 2010; Urde, 2003); while the interaction of mission, vision, values, personality and other brand identity elements can create an experiential promise via the functional and emotional values of the brand (de Chernatony, 2010; Ruzzier and de Chernatony, 2013). Braun et al. (2012) adapted work from Bart (2001) to propose a process model of mission statements influencing organizational outcomes. According to the model, individual attitudes of satisfaction with and commitment to a mission statement determined individual and collective behavior and an organization's profit. Therefore, it can be assumed that when customers are in agreement with the mission statement, the more positive are their perceptions of the brand.
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کلمات کلیدی:
From mission statement to airline branding - EconBiz https://www.econbiz.de/Record/from...statement-to-airline-branding.../10011546423 Journal of air transport management. - Amsterdam [u.a.] : Elsevier, ISSN 0969-6997, ZDB-ID 12081541. - Vol. 53.2016, p. 150-160. Subject: Mission statement ... Branding for the Public Sector: Creating, Building and Managing ... https://books.google.com/books?isbn=1118756312 Paul Temporal - 2015 - Business & Economics Creating, Building and Managing Brands People Will Value Paul Temporal ... Case sTudy: an airline's Positioning statement in this particular public sector ... Airline Brand Strategy | Branding Strategy Insider https://www.brandingstrategyinsider.com/airline-brand-strategy Effective airline brand strategy begins with the notion that you can differentiate a commodity. Explore more on Branding Strategy Insider. Our Vision and Mission Statement at Jet Airways www.jetairways.com › ... › Corporate Profile › Vision and Mission Statement Read Jet Airways' Mission Statement to know how the domestic airline of India seeks to ... To be amongst the most innovative and admired brands, renowned for ... 5 Examples of Great Brand Positioning Strategy - Figmints web.figmints.com/.../5-companies-that-differentiated-in-crowded-markets-with-brand... May 13, 2015 - Great brand strategy revolves around clearly articulating your ... hospitality and fun of flying, while big airlines like Delta continued to push their ... Brand Positioning For Brand Success | SpellBrand® https://www.spellbrand.com/brand-positioning Jun 9, 2014 - Virgin has the strongest brand positioning in the airline industry at the ... on its guiding principles, outlined in its mission statement, “to make and ...
