Abstract:

The brands have been in interaction with society and consumers since their appearance. This results in various factors (workers, competitors, consumers, natural disasters, etc.) They have experienced a variety of crises. There is a brand concept and there will be a lot of crises that will continue. At this point, the brands, first of all, try to prevent these crises without crises. If the crisis cannot be prevented, brands try to manage the crisis by performing the crisis communication correctly. The United Airlines flight number 3411 on April 9, 2017 resulted in a brand crisis that the whole world spoke about as a result of a passenger's overbooking of tickets by airline staff. The violence in the current crisis has deepened the crisis as the company later explained that the passenger is completely injustified and the company’s CEO continuously defends his staff, takes responsibility and refuses to apologize during the first period of the crisis. In the framework of the study, the overbooking situation, which is frequently seen in the aviation sector, has been detailed how it has become a crisis here. The study of the crisis has been studied in the context of various approaches to crisis communication. The study found that the crisis occurred and was not managed due to the errors that the senior management of the institution, including the CEO, made in crisis communication and the policy of the institution.

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