Hybrid evaluation approach for the overall impression development through the sustainability concepts and strategy of competition

Abstract

The purpose of this paper is to examine how the concepts of value cocreations may relate to airlines' overall impressions by using a mediation-moderation examination. This study theorized the integrated concepts of first-order and second-order analysis of competition strategy and various means of innovation linkage. The proposed model also structured the moderating roles of empowering leadership in linking the process of innovation development. Multisource data were collected from 465 employees who work in airline firms. The results showed that decision participation, sustainability knowledge and innovation mediate the relationship between value cocreation and overall impression. Furthermore, the moderating role of empowering leadership strengthens the different relationships of innovation development. Managerial and theoretical implications are also proposed for future theoretical developments and empirical improvements.