It cannot be denied that mission statement is one of the best means to inform the public about an organization, besides as a communication tool to convey the message to the employees and shareholders internally. Other than mission statement, branding is another method for the company to tell its story to its stakeholders. A good mission statement and branding strategy is very important for an airline, as they help to increase the confident of passengers toward an airline. Thus, the purpose of this study is to examine the relationship of mission statement, brand trust and brand equity, with the existence of brand experience as moderate variable. Structural Equation Modeling (SEM) is used to examine the relationship among research variables and identify the final model. Furthermore, One-way analysis of variance (ANOVA) and Independent-Sample t Test are used to study the differences in constructs of interest based on the background information of passengers. A total sample of 843 passenger survey data was collected at Taiwan Taoyuan International Airport through random sampling method. The results shows mission statement is affecting the perception of passengers toward the brand trust and brand equity of the airline. The outcomes of the study could help to fill up the gap of mission statement research in academic field regarding aviation industry, besides helping the airline managers to have a clearer understanding of the relationship of mission statement, brand equity and brand trust, especially how does brand experience affect the perception of passengers toward the particular airline.
