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.

Keywords: Branding, Celebrity Endorsement, Airlines, Turkish Airlines

JEL Classification: M30, M31, M37, M38, M39