Assessment of Egypt Air airlines' Abilities to Profile Its Position through Employee Branding
| المصدر: | مجلة المنيا لبحوث السياحة والضيافة |
|---|---|
| الناشر: | جامعة المنيا - كلية السياحة والفنادق |
| المؤلف الرئيسي: | Elshazly, Alaa K (Author) |
| مؤلفين آخرين: | Abd El-Jalil, Sabreen G. (Co-Author), Hassan, Hassan M. A. (Co-Author) |
| المجلد/العدد: | مج2, عدد خاص |
| محكمة: | نعم |
| الدولة: |
مصر |
| التاريخ الميلادي: |
2018
|
| الشهر: | ديسمبر |
| الصفحات: | 48 - 68 |
| ISSN: |
2357-0652 |
| رقم MD: | 982790 |
| نوع المحتوى: | بحوث ومقالات |
| اللغة: | الإنجليزية |
| قواعد المعلومات: | HumanIndex |
| مواضيع: | |
| كلمات المؤلف المفتاحية: |
living brand | internal branding | employee brand | egypt air airline | brand positionning
|
| رابط المحتوى: |
| المستخلص: |
In this recent fierce worldwide competition among service firms employee branding emerged as a new vital marketing strategy. However, there is a clear lack in its application in Airlines, Therefore Airlines lose the great value of this mechanism, which should be utilized optimally to improve their position and enhance their Brand in minds of customers and in the international marketplace alike. The major purpose of this research is identifying to what extent Egypt Air airlines is qualified enough to apply "Employee Branding" to enhance its position in customers' minds compared to others'. In order to achieve this purpose mixed Approaches methodology were employed. The quantitative approach represented in questionnaire was targeted to Egypt air airlines employees while the qualitative approach represented in interview conducted with Egypt air airlines' branding and human resources to managers. The main results of the study give a positive indicator for internal branding practice in Egypt air airlines. In this regard, the results assess that Egypt air airlines' company is qualified to enhance its position through Employee Branding. Then the recommendation will be presented. |
|---|---|
| ISSN: |
2357-0652 |
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