KaydedilenlerDerginizi ekleyin

Dergiler / Journal of Aviation / 2026 / Volume: 10 Issue: 1

Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns

Selen Bilginer Halefoğlu(MALTEPE ÜNİVERSİTESİ, MESLEK YÜKSEKOKULU)0000-0002-2279-4433
Sayfa
—
Yayın Tarihi
2026-02-26
🏛️Bu makalenin bibliyografik verileri ve tam metin bağlantısı DergiPark üzerinden sağlanmıştır.
DergiPark Kaydı ↗
✨

Yapay Zeka Hızlı Bakış & Çıkarımlar

AI Insight
⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

The findings contribute to a deeper understanding of narrative strategies in airline marketing and offer insights for practitioners seeking to enhance brand communication in the digital era

📌 3 Maddede Bu Makale

🎯
Amaç & Hipotez:In today’s intensely competitive aviation sector, storytelling has emerged as a strategic marketing tool for airline brands to foster emotional connections, differentiate their identities, and enhance long-term brand equity.
📊
Temel Bulgular & Veri:This article investigates how leading airline brands incorporate storytelling strategies into their recent digital advertising campaigns.
💡
Sonuç & Katkı:The findings contribute to a deeper understanding of narrative strategies in airline marketing and offer insights for practitioners seeking to enhance brand communication in the digital era
🔬Tür:Research Article
📍Kapsam:2022 Verileri
⚙️Değişkenler:Aviation Marketing · Brand Storytelling · Narrative Branding

Abstract

In today’s intensely competitive aviation sector, storytelling has emerged as a strategic marketing tool for airline brands to foster emotional connections, differentiate their identities, and enhance long-term brand equity. This article investigates how leading airline brands incorporate storytelling strategies into their recent digital advertising campaigns. Through a comparative narrative analysis of four selected video advertisements—one from Turkish Airlines and three from international carriers (Air France, Singapore Airlines, and Qatar Airways)—the study examines how narrative elements such as character, conflict, resolution, and emotion are utilized to convey brand values and engage audiences. The advertisements, released between 2022 and 2023, were chosen based on criteria including narrative richness, global visibility, and digital platform distribution. The analysis reveals diverse approaches to storytelling, reflecting each brand's positioning, cultural identity, and marketing goals. The findings contribute to a deeper understanding of narrative strategies in airline marketing and offer insights for practitioners seeking to enhance brand communication in the digital era

🔖

Bu Makaleye Atıf Yap

Halefoğlu, S. B. (2026). Stories That Take Flight: Storytelling Strategies in Airline Marketing Campaigns. Journal of Aviation, Volume: 10 Issue: 1. https://doi.org/10.30518/jav.1673445

📄 Tam Metin PDF Okuyucu

📄

PDF görüntüleyici hazırlanıyor...

Kaynakça (23)

  1. Akamavi, R. K., Mohamed, E., Pellmann, K., & Xu, Y. (2015). Key determinants of passenger loyalty in the low- cost airline business. Tourism Management, 46, 528–545.
  2. Barthes, R. (1977). Image, Music, Text. London: Fontana.
  3. Booker, C. (2004). The seven basic plots: Why we tell stories. London: Continuum.
  4. Belch, G. E., & Belch, M. A. (2018). Advertising and promotion: An integrated marketing communications perspective (11th ed.). New York: McGraw-Hill Education.
  5. Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 17(3), 1-20
  6. Deb, M., Ghosh, A., & Shukla, Y. (2025). Storytelling ads, narrative transportation, retrospective reflexivity, and attitude towards brands: Role of independent versus interdependent self-construal. Psychology & Marketing, 42(7), 1795–1810.
  7. Escalas, J. E. (2004). Narrative processing: Building consumer connections to brands. Journal of Consumer Psychology, 14(1–2), 168–180.
  8. Fog, K., Budtz, C., Munch, P., & Blanchette, S. (2010). Storytelling: Branding in practice (2nd ed.). Springer.
  9. Gobe, M. (2009). Emotional branding: The new paradigm for connecting brands to people (2nd ed.). New York: Allworth Press.
  10. Greimas, A. J. (1987). On Meaning: Selected Writings in Semiotic Theory. University of Minnesota Press.
  11. Herskovitz, S., & Crystal, M. (2010). The essential brand persona: Storytelling and branding. Journal of Business Strategy, 31(3), 21–28.
  12. Jang, S. B. &Kim, M. (2025). Pandemic-induced PR dilemmas faced by airlines. Behavioral Sciences, 15(2), 210.
  13. Kim, S., Kim, J., & Choi, Y. (2023). Airline communication message strategies during crisis. Tourism Review, 78(6), 1452–1465.
  14. Kotler, P., Kartajaya, H., & Setiawan, I. (2017). Marketing 4.0: Moving from traditional to digital. Hoboken, NJ: Wiley.
  15. Lu, W., & Stepchenkova, S. (2015). User-Generated Content as a Research Mode in Tourism and Hospitality Applications: Topics, Methods, and Software. Journal of Hospitality Marketing & Management, 24(2), 119–154.
  16. Lundqvist, A., Liljander, V., Gummerus, J., & van Riel, A. (2013). The impact of storytelling on the consumer brand experience: The case of a firm-originated story. Journal of Brand Management, 20(4), 283–297.
  17. Mark, M., & Pearson, C. S. (2001). The hero and the outlaw: Building extraordinary brands through the power of archetypes. New York: McGraw-Hill.
  18. Nikulina, O., van Riel, A. C. R., Lemmink, J. G. A. M., Grewal, D., & Wetzels, M. (2024). Narrate, act, and resonate to tell a visual story: A systematic review of how images transport viewers. Journal of Advertising, 53(4), 605– 625.
  19. Pera, R., Viglia, G., & Furlan, R. (2020). Who am I? How compelling brand storytelling builds brand authenticity. Journal of Business Research, 120, 328–337.
  20. Priya, G. S., & Sathish, A. S. (2024). Storytelling alchemy in marketing: Unveiling future research directions with ADO TCM framework. Cogent Business & Management, 11(1), 2392257.
  21. Propp, V. (1968). Morphology of the Folktale. University of Texas Press.
  22. Thomson, M., MacInnis, D. J., & Park, C. W. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77–91.
  23. Thompson, C. J., Rindfleisch, A., & Arsel, Z. (2006). Emotional branding and the strategic value of the doppelgänger brand image. Journal of Marketing, 70(1), 50–64.