Session B3 : B3-3 ; Impact of Sustainable Brand on Improving Business Performance of Airport Enterprises: The Case of Incheon International Airport = Session B3 : B3-3 ; Impact of Sustainable Brand on Improving Business Performance of Airport Enterprises: The Case of Incheon International Airport

다국어 초록 (Multilingual Abstract)

This research attempts to help understand brand management from a new viewpoint that corresponds to the digital age. We have created a new paradigm for sustainable brand by converging social media, transparency, and social responsibility. The purpose of this research is to examine the causality, through an empirical study, between the impact of sustainable brand and improvement of airport business performance, as well as provide some implications. Exogenousvariables of the research are social media, transparency, and social responsibility and the mediation variable is sustainable brand. A research model with airport business performance as an endogenous variable was proposed, and corresponding research hypotheses were tested. For data, a total of 16 measurement questions were developed, and 304 questionnaires were collected from employees of Incheon International Airport using a simple random sampling method. For hypotheses testing, maximum likelihood estimator was used. Results of the testing indicated that sustainable brand had a highly positive impact on airport business performance. We found that the mediation effect was also significant. Hence the results of this research provide implications for marketing viewpoints as well as insights for the improvement of airport business performance.