항공사 ESG 경영이 자아-브랜드 일치, 브랜드 신뢰성 및 브랜드 충성도에 미치는 영향 연구
The effects of airlines’ESG management on Self–brand congruence, Brand trust, and Brand loyalty
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Abstract
This research examined the relationships among airlines' ESG practices, self-brand alignment, brand trust, and customer loyalty. Survey data were collected from airline customers with prior service experience between February 15 and 18, 2023, collecting 306 valid responses. Results showed that environmental and social initiatives positively influenced both self-brand alignment and trust formation, whereas governance practices significantly impacted trust, but did not influence self-brand alignment. Additionally, both self-brand alignment and trust served as significant predictors of customer loyalty. Findings suggest that comprehensive ESG implementation strengthens psychological connections between consumer values and brand identity, thereby fostering trust and loyalty. This study contributes by identifying psychological mechanisms linking ESG practices to loyalty in aviation and revealing differential impacts across environmental, social, and governance dimensions, offering theoretical and practical insights