Alliance Brands: Building Corporate Brands through Strategic Alliances?

  • Hong-Wei He
  • John M. T. Balmer
Part of the Journal of Brand Management: Advanced Collections book series (JBMAC)


The last two decades have witnessed most major airlines entering into alliances with other carriers. In part, this strategy is seen as an alternative to a formal merger or acquisition. This is because a formal merger or acquisition can be fraught with difficulties. There can be problems relating to national pride1 and in terms of regulatory restraint. These obstacles, more often than not, are insurmountable. This helps to explain why airline alliances have become prevalent: they are an attractive substitute to a formal merger and acquisition.


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© The Editor(s) 2017

Authors and Affiliations

  • Hong-Wei He
  • John M. T. Balmer

There are no affiliations available

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