Abstract
This study aims to investigate the direct effect of country branding on competitive advantage, applying it to the commercial aviation industry in Egypt. The results of the analysis showed that there is a positive relationship between the country branding and competitive advantage in Egyptian commercial aviation industry. The study reached a number of results, the most important of which are: the necessity of concluding strategic alliances for the purpose of establishing new airports and developing the existing ones, increasing the air fleet, in order to accommodate and increase the number of flights and achieve a competitive advantage, thus building a good reputation for the country and building a brand for the nation, which contributes to attracting more air traffic.
Subject
General Business, Management and Accounting
Reference35 articles.
1. Ahmed, G., Abudaqa, A., Jayachandran, C., Limbu, Y., & Alzahmi, R. (2022). Nation branding as a strategic approach for emerging economies: The case of UAE. In O. Adeola, R. E. Hinson, & A. M. Sakkthivel (Eds.), Marketing communications and brand development in emerging economies (Volume I: Contemporary and future perspectives, pp. 41–57). Springer International Publishing. https://doi.org/10.1007/978-3-030-88678-3_3
2. Al-Tamimi, N., Amin, A., & Zarrinabadi, N. (2023). Describing Qatar. In Qatar’s nation branding and soft power: Exploring the effects on national identity and international stance (pp. 35–47). Springer Nature Switzerland. https://doi.org/10.1007/978-3-031-24651-7_3
3. Anholt, S. (2011). Beyond the nation brand: The role of image and identity in international relations. In Brands and branding geographies. Edward Elgar Publishing. https://doi.org/10.4337/9780857930842.00027
4. Bexzod, A. (2022). The concept of the image of the country, the means of image formation. Spanish Journal of Innovation and Integrity, 6, 410–417. http://sjii.indexedresearch.org/index.php/sjii/article/view/280
5. Boan, B. (2022). Nation branding: The case for marketing strategy in international relations [Senior theses, 532. University of South Carolina]. https://scholarcommons.sc.edu/senior_theses/532