A Questionnaire Survey on the Airlines Perception of the Alliance Brands Impact on their Brands

By Konstantinos Kalligiannis, Dr Kostas Iatrou and Dr Keith Mason

It is the purpose of this research to gather the opinion of airlines on the impact that the strategic alliance brands have had on their individual brands. To achieve this, a comprehensive survey was required of the alliance management and marketing departments of airlines that participate in the three global strategic alliances. The results from this survey give an indication whether the strategic airline alliances enhance, damage or do not have any impact on the individual airline brands.

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