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Country-of-Origin and Airline Brand Effects: A Study of Brand Associations

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Strategic Innovative Marketing

Part of the book series: Springer Proceedings in Business and Economics ((SPBE))

Abstract

This study examines linkages between country-of-origin brand (country brand) and operator brand using examples in the airline industry. A review of literature examines brand associations that may be (a) shared among the country brand and an airline or (b) are unique to an airline. The importance of both shared and unique association is highlighted. The level of engagement that these associations generate in the consumer audience is exemplified.

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Author information

Authors and Affiliations

  1. School of Business, State University of New York, Oswego, NY, USA

    Efstathios G. Kefallonitis

Authors
  1. Efstathios G. Kefallonitis
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Correspondence to Efstathios G. Kefallonitis .

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Editors and Affiliations

  1. Technological Educational Institute of Athens , Egaleo, Greece

    Androniki Kavoura

  2. Dept. of Computer Science & Technology, University of Peloponnese, Tripoli, Greece

    Damianos P. Sakas

  3. Technological Educational Institute of Athens , Egaleo, Greece

    Petros Tomaras

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Kefallonitis, E.G. (2017). Country-of-Origin and Airline Brand Effects: A Study of Brand Associations. In: Kavoura, A., Sakas, D., Tomaras, P. (eds) Strategic Innovative Marketing. Springer Proceedings in Business and Economics. Springer, Cham. https://doi.org/10.1007/978-3-319-33865-1_92

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