Fly me to the moon: from corporate branding orientation to retailer preference and business performance

Purpose The airline aviation industry is both capital-intensive and competitive. Hence, the evolution of sector needs original marketing strategies. To study relationships between corporate branding image, taking into account two views, namely, strategy expression in identity, this paper aims to analyze main indicators that affect outcomes image. Design/methodology/approach inspect theories, foundational configural model was assessed through perceptions 395 employees Indian companies. By using complexity theory, matched concept equifinality it examined data via a fuzzy set qualitative comparative analysis. Findings show positively influences image expression. Corporate offers verbal visual facets brand. Surprisingly, shows there no link It also suggests expression, including community, promise personality, are all components brand do not influence Finally, highlights affects superior business performance, which retailer preference. Research limitations/implications identifies identity’s (corporate expression) results stronger, performance managers should follow recommendations research by adopting more objective fairer procedures attain In addition, continued growth financial impact require use pioneering Future needed various nations advance generalizability findings. Originality/value best authors’ knowledge, first brand, its sub-dimensions their individual links involves experience, identity.