The impact of strategic airlines alliances on brand management practices : the case of Royal Jordanian Airlines in Oneworld Alliance
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 i...
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University of York
2016
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| Online Access: | http://ethos.bl.uk/OrderDetails.do?uin=uk.bl.ethos.685258 |