Brand Personality Comparison of the Low Cost Airlines And Full Service Airlines: Turkish Airlines – Pegasus Airlines Analaysis

Abstract

Nowadays, one of the segregation method from each others in commercial passeneger transportation which airlines are operated, is applied competetive bussiness model of them. One of the most common models of this is full-service airline companies and low-cost airline companies. It is expected that this distinction in business models is compatible with the brand management strategies of the company. For this reason, the purpose of this study is to find out that these airline organizations, which differ in terms of competitive strategies, also differ significantly in terms of brand personality. Subject to the terms of brand personality as a built-in full-service network carrier in Turkey with the carrier low cost network carrier airline sought a research on the passengers flown in both. In the study, Aaker’s brand personality scale which consist of 42 questions are used. The scale was firstly subjected to factor and reliability analysis in terms of making it suitable for use by both airlines. As a result of the factor and reliability analysis, scales are ready for usage in five dimensions by omitting 22 questions from full service airlines and 17 questions omitting from low cost airlines. Afterwards, the average brand personality dimensions of airline companies operating in two different business models were calculated, while it is determined that brand personality values are close to good level in the full service airline firm than the average of size values, whereas it is found that the size values are close to the average in low cost airline firm and this brand personality dimension’s levels have to be developed. Finally, dependent "t" tests were conducted to determine the brand personality difference in both separate business models. As a result of the "t" tests; it is statistically significant in terms of sincerity, enthusiasm, competence hardness, and sophisticated dimensions (all dimensions of brand personality), founded different between full service airline and low cost airline in terms of brand personality.