Alliance brands: Building corporate brands through strategic alliances?

Please use this identifier to cite or link to this item: http://bura.brunel.ac.uk/handle/2438/1641

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DC Field	Value	Language
dc.contributor.author	He, HW	-
dc.contributor.author	Balmer, JMT	-
dc.date.accessioned	2008-02-14T15:08:52Z	-
dc.date.available	2008-02-14T15:08:52Z	-
dc.date.issued	2006	-
dc.identifier.citation	The Journal of Brand Management, 13(4-5): 242-256, Apr 2006	en
dc.identifier.uri	http://bura.brunel.ac.uk/handle/2438/1641	-
dc.description.abstract	The emergence of airline alliance brands represents an unexplored area in the context of the nascent field of corporate brand management. This study reports a case study of an alliance brand within the airline industry: oneworld. The research into the oneworld alliance was driven by two fundamental questions relating to alliance brands: what are alliance brands and what are the implications of alliance brands for corporate branding and brand alliances? This study suggests that, with careful nurturing on the part of marketers, alliance brands have the potential to develop into a valuable strategic resource. This preliminary study has resulted in recommendations in terms of research and practice relating to alliance brands.Journal of Brand Management (2006) 13, 242-256; doi:10.1057/palgrave.bm.2540268	en
dc.format.extent	322 bytes	-
dc.format.mimetype	text/plain	-
dc.language.iso	en	-
dc.publisher	Palgrave Macmillan	en
dc.title	Alliance brands: Building corporate brands through strategic alliances?	en
dc.type	Research Paper	en
dc.identifier.doi	http://dx.doi.org/10.1057/palgrave.bm.2540268	-
Appears in Collections:	Marketing Brunel Business School Research Papers

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