@article{article_1069452, title={CELEBRITY ENDORSEMENT STARATEGY IN MARKETING: TURKISH AIRLANES CASE}, journal={Antalya Bilim Üniversitesi Uluslararası Sosyal Bilimler Dergisi}, volume={3}, pages={66–82}, year={2022}, DOI={10.54969/abuijss.1069452}, url={https://izlik.org/JA94YH35DG}, author={Kantarcıoğlu, Burcu}, keywords={Global Pazarlama, Pazarlama İletişimi, Ünlü Kullanımı, Havayolları, Türk Hava Yolları}, abstract={ABSTRACT: In today’s highly competitive market, celebrity endorsement is a widely used marketing technique in marketing communications; a credible strategy endorsed by brands not only used to attract and engage target customers in local markets but also used to reach out the global communities in the overseas markets. Research findings show that celebrity endorsement, when used effectively, increases purchase intention and sales; enabling brand familiarity and awareness among consumers. This paper aims to explain the cultural foundations of the celebrity endorsement in the context of meaning transfer model; concurrently examining the Turkish Airlines (THY) celebrity endorsement strategy; a full service carrier operating in Turkey. THY proved itself as a successful brand in Turkey in the use of global celebrities in integrated marketing communications while reaching up to the global customer base; in summary ended up with positive outcomes.}, number={1}