THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEY

Yıl 2017, Cilt: 5 Sayı: 2, 89 - 103, 29.08.2017

Erdoğan Koç , Senem Nart , Onur Baş

https://doi.org/10.22139/jobs.288879

Öz

ABSTRACT

 

The study aims to investigate
country of origin effect on the brand image perceptions of Turkish consumers
for three groups of products associated with the USA, Germany, France, UK, Italy, Japan, Bangladesh,
China, Indonesia, Southern Korea, India and Turkey. In order to analyze the
correlation between the country names a Chi-Square and to examine the
differences between genders in terms of the influence of the country names
specified on the consumer products on brand liking, trusts and prestige t-test
were used. Findings based on
393 interviews show that there are marked differences in terms of the brand
image perceptions of consumers not only across various nations but also across
product groups. The study has implications not only for international exporters
exporting products to Turkey but also for Turkish importers and retailers.

Anahtar Kelimeler

Brand Imagine

Kaynakça

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