The Use of Celebrity Endorsement as Marketing Communication Strategy by Turkish Airlines

Abstract

In today's highly competitive market, companies use celebrities in advertisements. Due to the development in the field of mass communications, as one of the oldest branding tools, celebrity endorsement will keep its effect. Turkish Airlines has confirmed with its own example that the celebrity endorsement works and they have proven it globally.The main objective of this paper is to show application of celebrity endorsement as a branding tool generally in airlines and specifically in Turkish Airlines, which has long term celebrity branding strategies. Current literature provides evidences that celebrity endorsement has positive impact on brand. The case of Turkish Airlines proved to be one more evidence that this positive relationship is really true.

Cover Images of Inflight Magazines as Airlines’ Methods of Impression Management: Alitalia’s Ulisse Magazine and Finnair’s Blue Wings Magazine

“…The phenomena of celebrity endorsement and country-oforigin effect have been widely discussed in relation to corporate impression management in general (e.g., Erfgen et al 2015;Fleck et al 2014;Schouten et al 2020) and in the context of airlines in particular (e.g., Gilal et al 2020;Kansu and Mamuti 2013;Wang et al 2017).…”

Brand Promotion: The Effects of Celebrity Endorsement and Brand Image on Consumer Buying Decision

“…The use of celebrity as a strategy in marketing communication is a common practice for companies. In consequence of constant innovations during the previous years in marketing, celebrity endorser has become a substantial marketing tool (Kansu & Mamuti, 2013). Celebrities are people that enjoy public recognition by a share of group of people (Schlecht, 2003).…”

“…According to one of the latest definition, Celebrity is an individual that has gained attention, riveted interest, and generated profit value that stick from the high level of interest and public attention (Gupta, 2009). The celebrity reputation seems to join together consumers and producers by the meaning of the product that they are associated with (Kansu & Mamuti, 2013). After all, celebrity endorsement can be defined as popular forms of marketing that are used to promote a range of product and service consumer (Halonen-Knight & Hurmerinta, 2010).…”