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

Summary/Abstract: Aim: This study aims to investigate country of origin effect on the brand image perceptions of Turkish consumers for three groups of products produced in the USA, Germany, France, UK, Italy, Japan, Bangladesh, China, Indonesia, Southern Korea, India and Turkey. Method: A survey was conducted on a sample selected from Turkey. The ttest and Chi-square test were used among the sample groups in order to determine differences in brand image, trust and prestige according to the countries Findings: Findings based on 393 interviews show that there are significant differences in consumers' brand image perceptions. Results: The study has implications not only for exporters exporting products to Turkey but also for Turkish importers and retailers.

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