Tüketicilerin Sosyo-Ekonomik ve Demografik Değişkenlerinin Ülke İmajı Değerlendirmeleri Üzerine Etkisi
The Effect of Consumers’ Socio-Economic and Demographic Characteristics on Country of Origin Perceptions

Summary/Abstract: Country image is considered as a cue effecting the product evaluations of consumers (Manrai vd., 1998). Therefore realizing country image effects is very important for the proper marketing strategy. Companies can gain competitive advantage by using positive country image in their public relations and marketing campaigns. At the same time, to identify the consumer’s perception about the source country image will influence the selection of the production country, product adaptation and promotion strategies. In this regard, recognizing the attitudes of target consumers towards a particular country is crucial. Attitude theory is a frequently used and effective tool to explain that attitudes. Researches to date see country origin as a single construct contains only cognitive component of the attitudes (Roth ve Diamantopoulos, 2009). Unfortunately, it has been determined that the affective component was surveyed by the cognitive component scale in some of these researches (for ex. Brijs, 2006; Heslop, 2004, 2008). This study which is researching the effects of the country images of USA, France and Japan in the context of socio-economic and demographic variables contributes to the literate for many aspects by its hypothesis and widens contend of the traditional country image researches. Thus our research has three important contributions to the literate: (1) the cognitive and affective country image component has exactly decomposed; (2) affective country image has been researched beside the cognitive country image; (3) the effect of the demographic variations on consumer’s country image evaluations has been explained within the scope of attitude theory and an important deficiency has been made up.

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