عنوان

The impact of strategic airlines alliances on brand management practices :

Number

TLets685258

Title Proper

The impact of strategic airlines alliances on brand management practices :

General Material Designation

[Thesis]

First Statement of Responsibility

Kakeesh, Dana

Title Proper by Another Author

the case of Royal Jordanian Airlines in Oneworld Alliance

Subsequent Statement of Responsibility

da Silva Lopes, Teresa ; Divall, Colin

Name of Publisher, Distributor, etc.

University of York

Date of Publication, Distribution, etc.

2016

Dissertation or thesis details and type of degree

Thesis (Ph.D.)

Text preceding or following the note

2016

Text of Note

The trend over several decades towards the creation of global brand alliances in the highly competitive airline industry is likely to persist. However, few academic studies consider how such horizontal brand alliances have been achieved and even fewer analyse their creation and maintenance from an individual company's perspective. Furthermore, current studies are largely derived from a western management perspective: little work has been done in the Arab world or the Arabian airlines apart from recent studies of Gulf carriers. This thesis adds to this small body of work by examining Royal Jordanian Airlines' role within the Oneworld Alliance. In particular, it analyses how the entry of a small airline into a large, well-established global organization affected the airline's branding practices. The thesis also explores in lesser detail the branding and marketing strategies within the global alliances. A qualitative approach was used; purposive and snowball-sampling techniques were adopted to analyse 61 semi-structured interviews with senior managers and other actors within the airline industry. Two main themes have emerged: the first theme, the Airlines Industry's Attitude towards Brand Alliances, examines the major challenges in the airlines industry, demonstrates the main motivations behind forming strategic airline alliances and explores the relationship between globalisation and the initiatives to formulate more strategic airline alliances. The second theme, the key branding and marketing strategies, investigates the alliances' brand practices and marketing strategies and explains how a small national airline company has responded to this trend and offers a set of potential choices for future. Also this study provides compelling evidences of how the Oneworld Alliance creates branding value for the small airlines member and contributes toward understanding the case of the Arab world and the interplay between global alliance brands and national airlines companies. Finally, it demonstrates a number of issues that the alliance members need to address in order to avoid any brand dilution or negative spillover effect.

Kakeesh, Dana

da Silva Lopes, Teresa ; Divall, Colin

University of York

Electronic name

p

[Thesis]

276903

a

Y