The "Dark Side" of Brand Alliances: How the Exit of Alliance Members Affects Consumer Perceptions

The main objective of this study is to increase understanding of the effectiveness of brands in a dynamic environment such as airline alliances. Therefore, the effects on consumer perceptions that occur when an alliance member quits an alliance, in comparison with the impact of a new brand joining a...

Ausführliche Beschreibung

Bibliographische Detailangaben

Hauptverfasser:	Woisetschläger, David M, Michaelis, Manuel, Backhaus, Christof
Format:	Tagungsbericht
Sprache:	eng
Schlagworte:	Airline industry Airlines Alliances Brand image Consumer behavior Impact analysis Perceptions Studies
Online-Zugang:	Volltext
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