Abstract:

The globalization of markets and the operations of firms on an international scale have triggered the cross-border flow of ads. Consumers who have negative feelings toward a country may tend to avoid purchasing its products that are presented in the ads independently of their perception of the products' quality or the ad claim’s credibility. Obviously, when people have no willingness or opportunity to know more details about the products, their evaluations more heavily base on country of origin effect cues as a shortcut. Thus, the findings of this study will reveal that even the fact of identical ad executions consumers evaluate the ads and response to these ads differently as a consequence of country of origin effect. The ads will be examined through their purchase proposition and creative ad execution dimensions. The product characteristics, price, brand, the benefits of the product, country of origin effect all form the aspects of purchase proposition dimension. On the other hand, creative execution is the presentation of the mentioned attributes in order to attract consumers’ admiration. Country-product pairs with both negative and positive images were selected in order to be used as stimulus material. This research explores how Turkish consumers’ perceive and give response to foreign advertisements emanating from particular countries which differentiate in the representation of country-product pairings. Finally, strategic implications for international advertisers are suggested.

Keywords: