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.
Copyright: © 2018 The Author(s)
Published by Human Resource Management Academic Research Society (www.hrmars.com)
This article is published under the Creative Commons Attribution (CC BY 4.0) license. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this license may be seen at: http://creativecommons.org/licences/by/4.0/legalcode
