The impact of country branding on competitive advantage: Evidence from the commercial aviation industry

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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.

Keywords: Country Branding, Competitive Advantage, Commercial Aviation Industry

Authors’ individual contribution: Conceptualization — K.M.A.S.; Methodology — K.M.A.S.; Investigation — A.-K.M.A.-K.A.M. and M.I.D.; Resources — K.M.A.S.; Writing — K.M.A.S.; Supervision — A.-K.M.A.-K.A.M. and M.I.D.; Funding Acquisition — K.M.A.S.

Declaration of conflicting interests: The Authors declare that there is no conflict of interest.

JEL Classification: M1, M21, M31

Received: 10.02.2023
Accepted: 19.04.2023
Published online: 21.04.2023

How to cite this paper: Salaheldin, K. M. A., Mubarak, A.-K. M. A.-K. A., & Dakrory, M. I. (2023). The impact of country branding on competitive advantage: Evidence from the commercial aviation industry. Corporate Ownership & Control, 20(3), 53–60. https://doi.org/10.22495/cocv20i3art3