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

Year 2017, Volume: 5 Issue: 2, 89 - 103, 29.08.2017
https://doi.org/10.22139/jobs.288879

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. F
indings 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.

References

  • Bilkey, W.J. and Nes, E. (1982). Country-of-Origin Effects on Product Evaluations’, Journal of International Business Studies, Spring/Summer, 89-99.
  • Borzooei, M. and Asgari, M. (2015). Country-of-Origin Effect on Consumer Purchase Intention of Halal Brands, American Journal of Economics, Finance and Management, 1(2):25-34.
  • Cattin, P., Jolibert, A. and Lohnes, C. (1982). A Cross Cultural Study of “Made In. Concepts’, Journal of International Business Studies, 13(39),131-141.
  • Cervino, J. Sanchez, J. and Cubillo, J.M. (2005). Made in Effect, Competitive Marketing Strategy and Brand Performance: An Empirical Analysis for Spanish Brands, Journal of American Academy of Business, 6(2),237-43.
  • Chao, P. (1993). Partitioning Country of Origin Effects: Consumer Evaluations of A Hybrid Product’, Journal of International Business Studies, 24(2),291-306.
  • Crosby, L. A., Evans, K. R. and Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective, Journal of Marketing, 54(3),68-81.
  • Diamantopoulos, A., Schlegelmilch, B. and Palihawadana, D. (2011). The Relationship Between Country-Of-Origin Image and Brand Image As Drivers Of Purchase Intentions: A Test Of Alternative Perspectives. International Marketing Review, 28(5),508–52.
  • Ham, C. D. (2008). Cultural Factors Influencing Country Images: The Case of American College Students, Attitudes Toward South Korea, Journal of Mass Communication at Francis Marion University, Winter 2008, 2(3).
  • Han, M.C. and Terpstra, V. (1988). Country of Origin Effects for Uni-National and Bi-National Products, Journal of International Business Studies, 19(2),235-255.
  • Harris, L.C. and Goode, M.M.H. (2004). The Four Levels of Loyalty and the Pivotal Role of Trust: A Study of Online Service Dynamics, Journal of Retailing, 80(2),139-158.
  • Ha¨ubl, G. (1996). A Cross-National Investigation The Effects of Country of Origin and Brand Name on The Evaluation of A New Car, International Marketing Review, 135, 76–97.
  • Hong, S. and Wyer, R.S., (1989). Effects of Country-of-Origin and Product Attribute Information on Product Evaluation: An Information Processing Perspective, Journal of Consumer Research, 16,175-187.
  • Hsieh, M.H., Shan, L., P. and Setiono, R. (2004). Product, Corporate, And Country-Image, Dimensions and Purchase Behavior: A Multicounty Analysis’, Academy of Marketing Science. Journal, 32, 3; pp. 251.
  • International Business Guide (2016). Largest Consumers Market”. Available At http://www.internationalbusinessguide.org/25-largest-consumers-markets-outlook (Accessed 25 November 2016).
  • Johansson, J.K., Douglas, S.P. and Nonaka, I. (1985). Assessing The Impact of Country of Origin on Product Evaluations: A New Methodological Perspective. Journal of Marketing Research, 22, 388-96.
  • Koc, E. (2009). A Review of Country Competitiveness, Tourism Industry Performance and Research Performance Relationships, Competitiveness Review, 19(2), 119-133.
  • Koc, E. (2016). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım, Ankara Seçkin Yayıncılık.
  • Kotler, P. and Gertner, D. (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective, Journal of Brand Management, 9 (4-5), 249-261.
  • Kotler, P. Haider, D. H. and Rein, I. (1993). Marketing Places: Attracting Investment, Industry and Tourism to Cities, States, and Nations. Free Press, 141.
  • Küçükemiroğlu, O. (1999), Market Segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism: An Empirical Study, European Journal of Marketing, 33(5/6): 470-487.
  • Lawrence C., Marr N.E. and Predergast G. (1992). Country of Origin Stereotyping: A case study in the New Zealand Motor Vehicle Industry,’ Asia Pacific International Journal of Marketing, 4(1),37-51.
  • Leonidou, C. L., Hadjimarcou, J., Kaleka, A. and Stamenova, G. T. (1999). Bulgarian Consumers’ Perceptions of Products Made in Asia Pacific. International Marketing Review. 16(2),126-142
  • Lim, J. M., Arokiasamy, L. and Moorthy,M.K.(2010). Global Brands Conceptualization: A Perspective from The Malaysian Consumers, American Journal of Scientific Research 1450-223(7),36-51.
  • Li, W. and Moroe K. B. (1994). The Role of Country of Origin in Product Evaluations: Informational and Standard-of-Comparison Effects, Journal of Consumer Psychology, 3(2),187-212.
  • Li, W.K. and Wyer, R.S. Jr (1994). The Role of Country of Origin in Product Evaluations: Informational and Standard-of-Comparison Effects, Journal of Consumer Psychology, 3(2), 187-212.
  • Maheswaran, D. (1994). Country of Origin as A Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations, Journal of Consumer Research, 354–365.
  • Michaelis, M. Woisetschläger, D.M., Backhaus, C. and Ahlert, D. (2008). The Effects Of Country of Origin and Corporate Reputation on Initial Trust: An Experimental Evaluation of The Perception of Polish Consumers, International Marketing Review, (4), 404 –422.
  • Moorman, C., Deshpande, R. and Zaltman, G. (1993). Factors Affecting Trust In Market Research Relationships, Journal of Marketing, 57(1), 81-101.
  • Morgan, R.M and Hunt, S.D. (1994). The Commitment-Trust Theory Of Relationship Marketing, Journal of Marketing, 58(3), 20-38.
  • Nagashima, A., (1977), A Comparative 'Made-in' Product Image Survey Among Japanese Businessmen’, Joumal of Marketing, 41(3),95-100.
  • Nebenzahl, I. and Jaffe, E. (1996). Measuring the Joint Effect of Brand and Country Image in Consumer Evaluation of Global Products, International Marketing Review, 13(4), 5-22.
  • Nijssen, E.J. and Herk, H.V. (2009). Conjoining International Marketing and Relationship Marketing: Exploring Consumers, Cross-Border Service Relationships, Journal of International Marketing, 17(1), 91-115.
  • Papadopoulos N.G., L.A. Heslop (1993). Product-Country Images: Impact and Role in International Marketing. The Haworth Press, New York.
  • Peterson R. A. and A. J. P. Jolibert (1995). A Meta-Analysis of Country-of-Origin Effects, Journal of International Business Studies, 26 (4), 883-900.
  • Shlomo, L.L, and Jaffe, E.D. (1998). A Dynimic Approach to Country of Origin Effect of Marketing, 32( ½),61-78.
  • Shahin, A., Kazemi, A. and Mahyari, H. (2013). How Consumer's Perception of Country of Origin affects Brand Equity: A Case Study in Iran. Journal of Basic and Applied Scientific Research, 3(2), 1203-1210.
  • Thakor, M.V. and A.M. Lavack, (2003). Effect of Perceived Brand Origin Associations on Consumer Perceptions of Quality', Journal of Product and Brand Management., 126,394-407.
  • Thakor, M.V. and C.S. Kohli, (1996). Brand Origin: Concep-Tualization and Review, Journal of Consumer Marketing, 133, 27-42.
  • Tse, D.K. and Gorn, G.J. (1993). An Experiment on The Salience of Country-of-Origin in the Era of Global Brands, Journal of
Year 2017, Volume: 5 Issue: 2, 89 - 103, 29.08.2017
https://doi.org/10.22139/jobs.288879

Abstract

References

  • Bilkey, W.J. and Nes, E. (1982). Country-of-Origin Effects on Product Evaluations’, Journal of International Business Studies, Spring/Summer, 89-99.
  • Borzooei, M. and Asgari, M. (2015). Country-of-Origin Effect on Consumer Purchase Intention of Halal Brands, American Journal of Economics, Finance and Management, 1(2):25-34.
  • Cattin, P., Jolibert, A. and Lohnes, C. (1982). A Cross Cultural Study of “Made In. Concepts’, Journal of International Business Studies, 13(39),131-141.
  • Cervino, J. Sanchez, J. and Cubillo, J.M. (2005). Made in Effect, Competitive Marketing Strategy and Brand Performance: An Empirical Analysis for Spanish Brands, Journal of American Academy of Business, 6(2),237-43.
  • Chao, P. (1993). Partitioning Country of Origin Effects: Consumer Evaluations of A Hybrid Product’, Journal of International Business Studies, 24(2),291-306.
  • Crosby, L. A., Evans, K. R. and Cowles, D. (1990). Relationship Quality in Services Selling: An Interpersonal Influence Perspective, Journal of Marketing, 54(3),68-81.
  • Diamantopoulos, A., Schlegelmilch, B. and Palihawadana, D. (2011). The Relationship Between Country-Of-Origin Image and Brand Image As Drivers Of Purchase Intentions: A Test Of Alternative Perspectives. International Marketing Review, 28(5),508–52.
  • Ham, C. D. (2008). Cultural Factors Influencing Country Images: The Case of American College Students, Attitudes Toward South Korea, Journal of Mass Communication at Francis Marion University, Winter 2008, 2(3).
  • Han, M.C. and Terpstra, V. (1988). Country of Origin Effects for Uni-National and Bi-National Products, Journal of International Business Studies, 19(2),235-255.
  • Harris, L.C. and Goode, M.M.H. (2004). The Four Levels of Loyalty and the Pivotal Role of Trust: A Study of Online Service Dynamics, Journal of Retailing, 80(2),139-158.
  • Ha¨ubl, G. (1996). A Cross-National Investigation The Effects of Country of Origin and Brand Name on The Evaluation of A New Car, International Marketing Review, 135, 76–97.
  • Hong, S. and Wyer, R.S., (1989). Effects of Country-of-Origin and Product Attribute Information on Product Evaluation: An Information Processing Perspective, Journal of Consumer Research, 16,175-187.
  • Hsieh, M.H., Shan, L., P. and Setiono, R. (2004). Product, Corporate, And Country-Image, Dimensions and Purchase Behavior: A Multicounty Analysis’, Academy of Marketing Science. Journal, 32, 3; pp. 251.
  • International Business Guide (2016). Largest Consumers Market”. Available At http://www.internationalbusinessguide.org/25-largest-consumers-markets-outlook (Accessed 25 November 2016).
  • Johansson, J.K., Douglas, S.P. and Nonaka, I. (1985). Assessing The Impact of Country of Origin on Product Evaluations: A New Methodological Perspective. Journal of Marketing Research, 22, 388-96.
  • Koc, E. (2009). A Review of Country Competitiveness, Tourism Industry Performance and Research Performance Relationships, Competitiveness Review, 19(2), 119-133.
  • Koc, E. (2016). Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım, Ankara Seçkin Yayıncılık.
  • Kotler, P. and Gertner, D. (2002). Country as Brand, Product, and Beyond: A Place Marketing and Brand Management Perspective, Journal of Brand Management, 9 (4-5), 249-261.
  • Kotler, P. Haider, D. H. and Rein, I. (1993). Marketing Places: Attracting Investment, Industry and Tourism to Cities, States, and Nations. Free Press, 141.
  • Küçükemiroğlu, O. (1999), Market Segmentation by Using Consumer Lifestyle Dimensions and Ethnocentrism: An Empirical Study, European Journal of Marketing, 33(5/6): 470-487.
  • Lawrence C., Marr N.E. and Predergast G. (1992). Country of Origin Stereotyping: A case study in the New Zealand Motor Vehicle Industry,’ Asia Pacific International Journal of Marketing, 4(1),37-51.
  • Leonidou, C. L., Hadjimarcou, J., Kaleka, A. and Stamenova, G. T. (1999). Bulgarian Consumers’ Perceptions of Products Made in Asia Pacific. International Marketing Review. 16(2),126-142
  • Lim, J. M., Arokiasamy, L. and Moorthy,M.K.(2010). Global Brands Conceptualization: A Perspective from The Malaysian Consumers, American Journal of Scientific Research 1450-223(7),36-51.
  • Li, W. and Moroe K. B. (1994). The Role of Country of Origin in Product Evaluations: Informational and Standard-of-Comparison Effects, Journal of Consumer Psychology, 3(2),187-212.
  • Li, W.K. and Wyer, R.S. Jr (1994). The Role of Country of Origin in Product Evaluations: Informational and Standard-of-Comparison Effects, Journal of Consumer Psychology, 3(2), 187-212.
  • Maheswaran, D. (1994). Country of Origin as A Stereotype: Effects of Consumer Expertise and Attribute Strength on Product Evaluations, Journal of Consumer Research, 354–365.
  • Michaelis, M. Woisetschläger, D.M., Backhaus, C. and Ahlert, D. (2008). The Effects Of Country of Origin and Corporate Reputation on Initial Trust: An Experimental Evaluation of The Perception of Polish Consumers, International Marketing Review, (4), 404 –422.
  • Moorman, C., Deshpande, R. and Zaltman, G. (1993). Factors Affecting Trust In Market Research Relationships, Journal of Marketing, 57(1), 81-101.
  • Morgan, R.M and Hunt, S.D. (1994). The Commitment-Trust Theory Of Relationship Marketing, Journal of Marketing, 58(3), 20-38.
  • Nagashima, A., (1977), A Comparative 'Made-in' Product Image Survey Among Japanese Businessmen’, Joumal of Marketing, 41(3),95-100.
  • Nebenzahl, I. and Jaffe, E. (1996). Measuring the Joint Effect of Brand and Country Image in Consumer Evaluation of Global Products, International Marketing Review, 13(4), 5-22.
  • Nijssen, E.J. and Herk, H.V. (2009). Conjoining International Marketing and Relationship Marketing: Exploring Consumers, Cross-Border Service Relationships, Journal of International Marketing, 17(1), 91-115.
  • Papadopoulos N.G., L.A. Heslop (1993). Product-Country Images: Impact and Role in International Marketing. The Haworth Press, New York.
  • Peterson R. A. and A. J. P. Jolibert (1995). A Meta-Analysis of Country-of-Origin Effects, Journal of International Business Studies, 26 (4), 883-900.
  • Shlomo, L.L, and Jaffe, E.D. (1998). A Dynimic Approach to Country of Origin Effect of Marketing, 32( ½),61-78.
  • Shahin, A., Kazemi, A. and Mahyari, H. (2013). How Consumer's Perception of Country of Origin affects Brand Equity: A Case Study in Iran. Journal of Basic and Applied Scientific Research, 3(2), 1203-1210.
  • Thakor, M.V. and A.M. Lavack, (2003). Effect of Perceived Brand Origin Associations on Consumer Perceptions of Quality', Journal of Product and Brand Management., 126,394-407.
  • Thakor, M.V. and C.S. Kohli, (1996). Brand Origin: Concep-Tualization and Review, Journal of Consumer Marketing, 133, 27-42.
  • Tse, D.K. and Gorn, G.J. (1993). An Experiment on The Salience of Country-of-Origin in the Era of Global Brands, Journal of
There are 39 citations in total.

Details

Subjects Business Administration
Journal Section Makale
Authors

Erdoğan Koç

Senem Nart

Onur Baş This is me

Publication Date August 29, 2017
Submission Date January 30, 2017
Acceptance Date June 28, 2017
Published in Issue Year 2017 Volume: 5 Issue: 2

Cite

APA Koç, E., Nart, S., & Baş, O. (2017). THE INFLUENCE OF COUNTRY OF ORIGIN ON BRAND IMAGE AND BRAND ATTITUDES: AN EMPRICAL STUDY ON TURKEY. İşletme Bilimi Dergisi, 5(2), 89-103. https://doi.org/10.22139/jobs.288879