The relationship between corporate image identity, corporate i̇mage and brand value: Research on an airway company

In this thesis, the effects of corporate identity concept on corporate image and brand value are analyzed through the perceptions of customers of an airline company. The aim of this study is to reveal the factors affecting the corporate identity in airline companies and to explain the impact of corporate identity on corporate image and brand value. Following the literature review conducted in this context, the survey was conducted face-to-face, and the main target group of the survey is the customer that has used the airline at least once. Demographic data were explained by frequency analysis. Using the explanatory factor analysis, the validity and reliability analyzes of the variables were examined. Then, the hypothesis of the relationship between the variables was tested by confirmatory factor analysis. Correlation coefficients of the data obtained from confirmatory factor analysis were also analyzed. The variable structures of the study were confirmed by confirmatory factor analysis and hypotheses were tested using the Structural Equation Model (SEM). In the structure of the airline's brand value; It is concluded that corporate behavior and logo, one of the factors of corporate identity, have a positive and significant effect on corporate identity, corporate identity on corporate image and brand value. The impact of corporate culture on corporate identity was not supported.