Özet:

In country of origin studies, multi cue approaches are advised owing to the fact that there are many elements consumers take into account while developing attitude and behavior towards a product. However, single cue approach is utilized in this study for the purpose of comprehending the full effect of country of origin image on consumers' subjective evaluations regarding quality, value and utility of the intended product. Among these product evaluation criteria, which one affects purchase intention the most is put to the test, using structured equation modeling. According to the results, the strongest effect of country of origin image is almost equally the same on both quality and utility perceptions, while purchase intention is affected by utility perception the most. In this regard, it has been determined that in this country of origin study where Turkish consumers are subject to the research, normative approach is identified as the most important element.

Anahtar Kelimeler: