Does a Strong Brand Ease the Choice Process of Consumers When it Comes to Choosing a Low-Cost Airline?

Due to the intangibility of the service ‘ flying’, consumers crave for some convenience when choosing an airline. For example, they make use of Internet applications, which enable them to locate the lowest prices (e.g. http://www.cheaptickets.nl) or read opinions of others (e.g. http://www.reviewcentre.com). Consumer associations also present research reports concerning products and services to indicate the best purchases. The desire of consumers for these forms of surrogate information indicates their need for decision convenience. Enhancing decision convenience is very important, since it increases purchase intention (Seiders, et al. 2007).

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Book Review: Airline Choices for the Future – From Alliances to Mergers By Kostas Iatrou and Mauro Oretti

The formation of alliances and the combining of forces between airlines through mergers or acquisitions have become an unavoidable trend, due to limitations on obtaining traffic rights and resources. Airline alliance expert Angela Lu reviewed this book and concludes that the publication of this book is timely and the authors’ insightful observations are highly useful.

How Sustainable is Emirates’ Business Model?

By Prof. Dr. Andreas Knorr & Alexander Eisenkopf

This contribution takes a closer look behind one of the fastest growing airlines in the world: Emirates. Despite the success of Emirates so far, there is also a fair amount of skepticism with respect to the commercial viability and long-term sustainability of Emirates’ business model. In this article, the authors provide a SWOT analysis of Emirates’ business model that needs to be discussed in the broader context of Dubai’s overall growth and development strategy into which it is firmly embedded.

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