From mission statement to airline branding

•We applied structural equation modeling to analysis 518 samples.•We discovered the new theoretical model of mission statement and brand equity mediated by brand trust.•The mission statement can be of value to passengers.

As a communication tool a mission statement seeks to convey a message to employees, shareholders and a wider world that includes customers and media. A good mission statement and accompanying branding strategy can be important for an airline, as together they may increase passenger confidence in the carrier. Thus, the purpose of this study is to examine the relationship between mission statements and brand equity, with the existence of trust in a brand as a moderating variable. A sample of 518 passengers were surveyed at Taiwan Taoyuan International Airport using random sampling. The results, using structural equation modeling, show positive relationships between an airline's mission statement and passenger perceptions of brand trust and brand equity. Furthermore, brand trust plays the role of mediator in the relationship between brand equity and passenger perception. The study contributes to research on mission statements with reference to the aviation industry, helps airline managers have a clearer understanding of the relationship between mission statements, brand trust and brand equity and makes suggestions as to how the relationship may be used in practice.