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

Abstract

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.

Keywords

• brand imagine