The Effects of Perceived Interactional Justice, Peer Credibility, and Emotional Labor on Brand Commitment of Airline Cabin Crew: Based on Affective Events Theory

Purpose: With the continuous rise in global travel demand, airline passenger traffic has significantly increased due to economic growth, expanding international exchanges, and improvements in airline services. This rapid expansion has heightened competition among airlines and raised expectations for high-quality in-flight service. However, airline cabin crew members experience increased orkloads and emotional demands, as they play a critical role in shaping airline brand image through direct interactions with passengers. Consequently, this study examines how Interactional justice, peer credibility, and emotional labor influence airline cabin crew’s brand commitment. Based on Affective Events Theory (AET), it explores the mediating role of emotional labor strategies (deep and surface acting). Methods: A survey was conducted among cabin crew from full-service and low-cost airlines, yielding 302 valid responses. PLS-based analysis, SEM, confirmatory factor analysis, and hypothesis testing were performed using SPSS and Smart-PLS. Multiple regression analysis verified the mediating effects. Results: Higher justice and trust reinforced deep acting and reduced surface acting, while emotional expression rules had the opposite effect. Only deep acting positively influenced brand commitment. Conclusion: This study highlights the role of emotional labor in brand commitment, showing that fairness and trust shape commitment through emotional labor strategies. It underscores the need for effective emotional labor management to reduce crew burden and enhance brand commitment.