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

Yıl 2017, Cilt: 5 Sayı: 2, 89 - 103, 29.08.2017
https://doi.org/10.22139/jobs.288879

Öz

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.

Kaynakça

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Toplam 39 adet kaynakça vardır.

Ayrıntılar

Konular İşletme
Bölüm Makale
Yazarlar

Erdoğan Koç

Senem Nart

Onur Baş Bu kişi benim

Yayımlanma Tarihi 29 Ağustos 2017
Gönderilme Tarihi 30 Ocak 2017
Kabul Tarihi 28 Haziran 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 5 Sayı: 2

Kaynak Göster

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