PAZARLAMADA ÜNLÜ KULLANIM STRATEJİSİ: TÜRK HAVA YOLLARI ÖRNEĞİ

Öz

ÖZ: Günümüz rekabetçi pazar ortamında, ünlülerin ürün ve markaların pazarlama iletişiminde kullanılması oldukça popüler olan bir pazarlama tekniğidir. Ünlü kullanımı birçok marka tarafından onaylanmış; hem yerel hem de global pazarlardaki tüketicilere ulaşmak için kullanılan güvenilir pazarlama stratejilerinden biridir. Araştırma bulguları, ünlü kullanımının ya da ünlü desteğinin etkili bir şekilde kullanılması halinde satın alma niyetini etkilediği ve satışları artırdığını göstermekte olup, buna ek olarak tüketiciler arasında marka bilinirliğini de artırmaktadır. Bu makale, ünlü kullanımı stratejisinin kültürel temellerini anlam transferi modeli bağlamında açıklamayı amaçlamakta olup, Türkiye’nin önde gelen havayolu firmalarından biri olan Türk Hava Yolları (THY) markasının ünlü kullanımı stratejisini analiz etmektedir. Türk Hava Yolları firması, globalleşme stratejileri çerçevesinde dünyaca ünlü global isimler ve kurumlar ile ortak çalışmalar yapmış ve bu çalışmalar neticesinde olumlu sonuçlar elde etmiş başarılı bir Türk markasıdır.

Anahtar Kelimeler

• Global Pazarlama
• Pazarlama İletişimi
• Ünlü Kullanımı
• Havayolları
• Türk Hava Yolları

CELEBRITY ENDORSEMENT STARATEGY IN MARKETING: TURKISH AIRLANES CASE

Öz

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.

Anahtar Kelimeler

• Global Marketing
• Marketing Communications
• Celebrity Endorsement
• Airlines
• Turkish Airlines

Kaynakça

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