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

Erdoğan KOÇ; Senem NART; Onur BAŞ

Makale detayları

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

Yazarlar:

Erdoğan KOÇ | Senem NART | Onur BAŞ

Yayıncı:

Sakarya University

Ana Başlıklar:

Yönetim

Dergi:

The Journal of Business Science 2017 Vol.5 Issue 2, pp.89-103

Belge Tipi:

Makale

Yayın Tarihi:

8/2017

Belge Dili:

Türkçe

Document ID (Org No.):

2000479783

Sıklık:

Üç Yıllık

eISSN:

2148-0737

Özet:

 


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.


.

Makale detayları

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

Yazarlar: Erdoğan KOÇ | Senem NART | Onur BAŞ

Yayıncı: Sakarya University

Ana Başlıklar: Yönetim

Dergi: The Journal of Business Science 2017 Vol.5 Issue 2, pp.89-103

Belge Tipi: Makale

Yayın Tarihi: 8/2017

Belge Dili: Türkçe

Document ID (Org No.): 2000479783

Sıklık: Üç Yıllık

eISSN: 2148-0737

Sayı

Yazarlar:

Erdoğan KOÇ | Senem NART | Onur BAŞ

Yayıncı:

Sakarya University

Ana Başlıklar:

Yönetim

Dergi:

The Journal of Business Science 2017 Vol.5 Issue 2, pp.89-103

Belge Tipi:

Makale

Yayın Tarihi:

8/2017

Belge Dili:

Türkçe

Document ID (Org No.):

2000479783

Sıklık:

Üç Yıllık

eISSN:

2148-0737