The role of perceived brand image on the effects of global airline alliances on passenger purchase decision: Research on air company passengers

Today the airline companies'management structure, their competition ways and the main areas of the activity are shaped by the globalization process. Thus, fast changing and improving market conditions make the airline companies feel compelled to operate outside the local market. Companies, aiming to remain permanent in the highly competitive airline sector, are producing different solutions. As one of these solutions, airline companies bring innovation and create market alternatives thanks to merges strategies, so that they benefit from growing on a global scale. This thesis investigates the effect of global airline alliances on the passengers' purchasing decision and the brand image, besides examine the relation among global airline alliance, passengers' purchase decision and the brand image. In this context, travel experience of any passengers, who benefits from the service of an airline company which is member of a global alliance, have been analyzed . In conclusion of the research, findings have been interpreted in order to be able to identify with the global airline partnership and the impact of the brand image on the passenger purchasing decision. In this regard, offers are presented to the airline companies which need to dominate over the airline industry.