Loading...
Publication
The Emirates: Airline Company or a global lifestyle brand?
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 3.73 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
The principal theme of dissertation is possibility of a lifestyle brand in airline industry. Airline industry is changing in terms of marketing strategies and brand communication. The main objective would be in understanding in a case of Emirates how an airline can become a lifestyle brand. For empirical research aim is to find traveler behavior towards an airline and true needs of customers while traveling by plane. The findings from case study show powerful brand orientation in Emirates Airline in two levels: external and internal. Results from primary data present the absence of link between airlines and customers. Recognition of airlines logo and uniforms are very low in general, opposite Emirates Airline, the most recognized brand between competitors. Results of present study conclude that Emirates airline is already strong brand, but not yet a lifestyle brand, because travelers rather see an airline as way of traveling than an important service during their journey.
Description
Dissertação de Mestrado, Direção e Gestão Hoteleira, Escola Superior de Gestão, Hotelaria e Turismo, Universidade do Algarve, 2016
Keywords
Airline branding Lifestyle brand Internal branding Emirates Cosmopolitan