ARE AIRLINES THAT ARE PARTICIPATING IN THE AIRLINE STRATEGIC ALLIANCES BRANDING THEMSELVES CONSISTENTLY TO THEIR ALLIANCE BRANDS?

摘要

Strategic airline alliances' branding impact on their airline members has been investigated from both the airlines' and the passengers' point of view. However, until now there has not been any study focusing on the actual source of the issue, which would be the identification of whether airlines are branding themselves consistently to their alliance brands. To achieve this, an analysis of the airlines' branding strategies consistencies with their alliance branding strategies was carried out using the respective airlines' and airline alliances' websites. The results from this analysis provide answers to certain issues that have been raised from the airlines' and passengers' surveys on the identification of strategic airline alliances' impacts on their airline members' brands.