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How do airlines perceive that strategic alliances affect their individual branding?
| Content Provider | NASA Technical Reports Server (NTRS) |
|---|---|
| Author | Iatrou Sr., Kostas Kalligiannis Sr., Konstantinos Mason, Keith |
| Copyright Year | 2006 |
| Description | Much research has been carried out to evaluate the impact of strategic alliance membership on the performance of airlines. However it would be of interest to identify how airlines perceive this impact in terms of branding by each of the three global alliance groupings. It is the purpose of this paper to gather the opinion of airlines, belonging to the three strategic alliance groups, on the impact that the strategic alliance brands have had on their individual brands and how do they perceive that this impact will change in the future. To achieve this, a comprehensive survey of the alliance management and marketing departments of airlines participating in the three global strategic alliances was required. The results from this survey give an indication whether the strategic airline alliances, which are often referred to as marketing agreements, enhance, damage or have no impact on the individual airline brands. |
| File Size | 174030 |
| Page Count | 19 |
| File Format | |
| Alternate Webpage(s) | http://archive.org/details/NASA_NTRS_Archive_20060053393 |
| Archival Resource Key | ark:/13960/t75t8m743 |
| Language | English |
| Publisher Date | 2006-01-01 |
| Access Restriction | Open |
| Subject Keyword | Air Transportation And Safety Surveys Civil Aviation Airline Operations Air Transportation Commercial Aircraft Economic Development Marketing Ntrs Nasa Technical Reports Server (ntrs) Nasa Technical Reports Server Aerodynamics Aircraft Aerospace Engineering Aerospace Aeronautic Space Science |
| Content Type | Text |
| Resource Type | Article |
