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_aA Tale of Two Brand Experiences
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_aunmediated
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_aABSTRACT : The discrepancies in brand experiences between an airline and a cruise line are discussed. The airline seemed to go all out to make sure the customer had a bad brand experience, whereas the cruise line seemed to do everything it could to make the trip memorable. The interesting thing about these two brand experiences was that the organizations' employees determined most of them - not the product itself, but the people delivering it. The airline people seemingly didn't want to be doing what they were doing. The cruise people were the total opposite. Airlines seem to disrespect their brand, overpromising on an experience they know they can't deliver.
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_aAirlines; Cruise lines; Quality of service; Brands; Customer services
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_aSchultz, Don E
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_aMarketing Management. 16 (3) : May- June 2007. pp. 10-11
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