Celebrity Endorsement in the Airline Sector

As the demand for air transport services has risen much faster than that of other goods and services in the world economy, it is extremely important that airlines retain their passengers to remain profitable (Wang 2014a) by differentiating themselves to increase their perceived value (Woodruff 1997). Among various marketing strategies, celebrity-themed aircraft campaigns (Budd 2012; Wang and Ngamsiriudom 2014a, b) and celebrity endorsements are arguably very effective ones. Celebrity endorsement in airlines is not a new phenomenon (Basusta 2009; Virgin Atlantic 2013; Air New Zealand 2013; Emirates 2014; China Airlines 2006a, b; Ricki 2013). Through these campaigns, airlines hope to gain more brand awareness, model a better corporate image, expand the market share, and increase its profit margin.