Impact of a sustainable brand on improving business performance of airport enterprises: The case of Incheon International Airport

• We empirically analyze influential relationships between sustainable brand and enhancement of airport business performance.
• Social media, transparency, and social responsibility have a significant influence on airport business performance.
• Sustainable brand is found to have a highly significant mediation effect on enhancement of airport business performance.

This research attempted to help understand brand management from a new perspective suited to the digital age. The purpose of this research is to empirically analyze direct and indirect influences on the relationships between sustainable brands and the enhancement of airport business performance by examining the relationships between social media, transparency, social responsibility, sustainable brand and airport business performance. For this testing, 304 questionnaires were collected from employees of Incheon International Airport. Results of the testing indicated that social media, transparency, and social responsibility had a significant influence on airport business performance through a sustainable brand. It was found that the mediation effect of a sustainable brand was significant as well. Results of this research are meaningful in that they provide implications and insights for enterprise brand management in the digital environment.