This paper examines the influence of crisis communication on the relationship between brand identity and employee brand support within the aviation industry through a bibliometric review. By analyzing existing literature, the study identifies key themes, gaps, and trends in how effective crisis communication strategies strengthen brand identity and foster employee alignment during challenging times. The methodology involves a systematic evaluation of scholarly publications, employing citation analysis, keyword clustering, and thematic mapping to uncover patterns in the research landscape. Key findings reveal that transparent and consistent crisis communication significantly enhances employee trust and commitment to brand values, particularly in high-stakes environments like aviation. However, gaps remain in understanding the long-term effects of crisis communication on employee-brand relationships and its role in mitigating industry-specific risks. Practically, this research underscores the importance of integrating robust crisis communication frameworks into brand management strategies to build resilience and maintain workforce morale. The study concludes by proposing new research paths, emphasizing the need for longitudinal studies and cross-industry comparisons to further inform best practices in the aviation sector.
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Ayub, S., Bidin, R., Osman, M. N., & Tham, J. S. (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. International Journal of Academic Research in Business and Social Sciences, 15(3), 2165–2180.
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