Marka Aşkı, Marka Sadakati ve Ağızdan Ağıza Pazarlama İlişkisi: THY Örneği
The Relation of Brand Love, Brand Loyalty and Word of Mouth: The Case of Turkish Airlines

Summary/Abstract: The air transport sector is an integral part of tourism. With the advent of legal amendments as of 2003, the aviation sector has experienced a rapid rise in Turkey. This has led to an increase in the number of airports as well as their capacity and flight frequency. As a result of competition within the sector, the ticket prices have gone cheaper, and thus the demand for airport transportation has steadily increased. The airline companies with loyal customers have gained an edge over their rivals. This is because brand loyalty has a key role in the purchasing behavior of customers. However, loyalty is not merely enough to ensure sustainability. Customers prefer brands from which they emotionally benefit, and they share their ideas about brands with others so that they can share the same feeling. In this frame, the purpose of this study is to determine the relationship between brand love, brand loyalty, and word of mouth marketing at air transport sector. A total of 377 questionnaire forms were collected from THY (Turkish Airlines) customers to reach the aim. The data were collected in 2018 from Avcılar Travel Agency customers by face to face communication. As a result of this study, there is a high level and a positive relation between brand love, brand loyalty, and word of mouth marketing.

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