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The effectiveness of airline crisis management on brand protection: A case study of British Airways

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  • Grundy, Michael
  • Moxon, Richard

Abstract

This paper considers extant studies on crisis communications, crisis management and brand management and examines how British Airways react in order to protect the airline's brand when confronted with a crisis. Theory dictates that different strategies should be employed for different crisis situations. British Airways' response to four crises is critically evaluated. The effectiveness of British Airways' crisis management on brand protection is evaluated using a quantitative brand metric that measures consumers' perception on a daily basis. The paper thus analyses how the airline company and the airline's brand responded to the original crises and the exposure that followed which results in the identification of clear conclusions from each of the four crises.

Suggested Citation

  • Grundy, Michael & Moxon, Richard, 2013. "The effectiveness of airline crisis management on brand protection: A case study of British Airways," Journal of Air Transport Management, Elsevier, vol. 28(C), pages 55-61.
    • Handle: RePEc:eee:jaitra:v:28:y:2013:i:c:p:55-61
    DOI: 10.1016/j.jairtraman.2012.12.011
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    Cited by:

    1. Rajat Kumar Behera & Pradip Kumar Bala & Nripendra P. Rana & Hatice Kizgin, 2022. "A Techno-Business Platform to Improve Customer Experience Following the Brand Crisis Recovery: A B2B Perspective," Information Systems Frontiers, Springer, vol. 24(6), pages 2027-2051, December.
    2. Nikoletta Nteka, 2021. "Crises Analysis And Management," Entrepreneurship, Faculty of Economics, SOUTH-WEST UNIVERSITY "NEOFIT RILSKI", BLAGOEVGRAD, vol. 9(1), pages 64-77.
    3. Hsiu-Ying Kao, Grace & Wang, Stephen W. & Farquhar, Jillian Dawes, 2020. "Modeling Airline Crisis Management Capability: Brand attitude, brand credibility and intention," Journal of Air Transport Management, Elsevier, vol. 89(C).
    4. Mahmoud Kamal Abouraia, 2018. "Organizational Learning: An Assessment of its Impact on Crisis Management in the United Arab Emirates," International Journal of Learning and Development, Macrothink Institute, vol. 8(1), pages 1-20, March.
    5. Loraine Brown & Marina Efthymiou & Caroline McMullan, 2022. "Recovering from a Major Aviation Disaster: The Airlines’ Family Assistance Centre," Sustainability, MDPI, vol. 14(7), pages 1-16, March.
    6. Chang, Yu-Hern & Yeh, Chung-Hsing & Wu, Pei-Syuan, 2018. "Evaluating airline crisis management performance: The cases of flights GE222 and GE235 crash accidents," Journal of Air Transport Management, Elsevier, vol. 70(C), pages 62-72.
    7. Erkmen, Ezgi & Hancer, Murat, 2015. "Linking brand commitment and brand citizenship behaviors of airline employees: “The role of trustâ€," Journal of Air Transport Management, Elsevier, vol. 42(C), pages 47-54.

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