INFLUENCE OF CRISIS COMMUNICATION ON THE RELATIONSHIP BETWEEN BRAND IDENTITY AND EMPLOYEE BRAND SUPPORT IN AVIATION INDUSTRY: A BIBLIOMETRIC REVIEW AND NEW RESEARCH PATHS

Authors

  • Shafiq Ayub Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia; Fakulti Komunikasi dan Pengajian Media, Universiti Teknologi MARA (UiTM) Cawangan Negeri Sembilan
  • Rosmiza Bidin Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia
  • Mohd Nizam Osman Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia
  • Jen Sern Tham Department of Communication, Faculty of Modern Languages and Communication, Universiti Putra Malaysia

DOI:

https://doi.org/10.35631/AIJBES.723018

Keywords:

Crisis Communication, Brand Identity, Employee Brand Support, Aviation Industry, Bibliometric Review, Research Paths

Abstract

In the aviation industry, this research presents a bibliometric analysis of the existing literature investigating the impact of crisis communication on the association between brand identity and employee brand support. Due to the sensitive nature of the aviation industry, it is necessary to have a comprehensive understanding of the interplay that exists between crisis communication, brand identity, and employee brand support. This is necessitated by the fact that the aviation industry faces distinct challenges. This review aims to provide a comprehensive analysis of the existing body of literature, identify areas in which additional research is required, and suggest potential avenues for future research.

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Published

2025-03-30

How to Cite

Shafiq Ayub, Rosmiza Bidin, Mohd Nizam Osman, & Jen Sern Tham. (2025). INFLUENCE OF CRISIS COMMUNICATION ON THE RELATIONSHIP BETWEEN BRAND IDENTITY AND EMPLOYEE BRAND SUPPORT IN AVIATION INDUSTRY: A BIBLIOMETRIC REVIEW AND NEW RESEARCH PATHS. ADVANCED INTERNATIONAL JOURNAL OF BUSINESS, ENTREPRENEURSHIP AND SME’S (AIJBES), 7(23). https://doi.org/10.35631/AIJBES.723018

Issue

Vol. 7 No. 23 (2025): Volume: 7 Issues: 23 [March, 2025]

Section

Articles