THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEY
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 cor...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Sakarya University Coordinatorship of Scientific Journals
2017-08-01
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| Series: | İşletme Bilimi Dergisi |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/338546 |
| _version_ | 1797323503103377408 |
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| author | Erdoğan Koç Onur Baş Senem Nart |
| author_facet | Erdoğan Koç Onur Baş Senem Nart |
| author_sort | Erdoğan Koç |
| collection | DOAJ |
| description | 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. |
| first_indexed | 2024-03-08T05:29:37Z |
| format | Article |
| id | doaj.art-15de38fabcd9411c92a0d9f349791a5d |
| institution | Directory Open Access Journal |
| issn | 2148-0737 |
| language | English |
| last_indexed | 2024-03-08T05:29:37Z |
| publishDate | 2017-08-01 |
| publisher | Sakarya University Coordinatorship of Scientific Journals |
| record_format | Article |
| series | İşletme Bilimi Dergisi |
| spelling | doaj.art-15de38fabcd9411c92a0d9f349791a5d2024-02-06T07:52:52ZengSakarya University Coordinatorship of Scientific Journalsİşletme Bilimi Dergisi2148-07372017-08-01528910310.22139/jobs.28887928THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEYErdoğan KoçOnur BaşSenem Nart0BANDIRMA ONYEDİ EYLÜL ÜNİVERSİTESİABSTRACT 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.https://dergipark.org.tr/tr/download/article-file/338546brand imagine |
| spellingShingle | Erdoğan Koç Onur Baş Senem Nart THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEY İşletme Bilimi Dergisi brand imagine |
| title | THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEY |
| title_full | THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEY |
| title_fullStr | THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEY |
| title_full_unstemmed | THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEY |
| title_short | THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEY |
| title_sort | influence of country of origin on brand image and brand attitudes an emprical study on turkey |
| topic | brand imagine |
| url | https://dergipark.org.tr/tr/download/article-file/338546 |
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