ABSTRACT Although corporate branding has gained substantial interest in both academic and service sectors, the airline industry literature has ignored the influence of corporate brand dimensions on passenger behavior, particularly through mediating mechanisms. To address this research gap, the present study investigates the direct effects of corporate brand dimensions on passenger satisfaction and loyalty. In addition, this study examines the mediating roles of positive passenger experience and trust in the relationships among corporate brand dimensions, passenger satisfaction, and loyalty. Data were collected by using a convenient sampling technique from 514 airline passengers at three major airports in Pakistan. The study hypotheses were tested using PLS‐SEM with SmartPLS‐4. The results indicate that corporate brand dimensions positively and significantly influence passenger satisfaction and loyalty. The results also revealed the positive and significant role of mediating variables in the relationship between corporate brand dimensions, passenger satisfaction, and loyalty.
Alam et al. (Sun,) studied this question.