Abstract:

This study aims at examining whether country image influences consumers’ quality perceptions. Furthermore, it aims at examining whether this effect holds across different cultures and product categories. The data was collected through survey method from convenience samples of undergraduate business and MBA students in Turkey and the US. During the analysis process, reliability analysis and confirmatory factor analysis were conducted, and structural equation modeling was utilized in order to test the hypotheses. The findings demonstrate that micro country image significantly and positively influences consumers’ quality perceptions of products. On the other hand, they show that there is no direct relationship between macro country image and perceived brand quality. In addition, different * Bu çalışma 19. Ulusal Pazarlama Kongresi’nde bildiri olarak sunulmuştur. ** Yrd. Doç. Dr., Bozok Üniversitesi İİBF, İşletme Bölümü, [email protected]*** Yrd. Doç. Dr., Bozok Üniversitesi İİBF, İşletme Bölümü, [email protected] the previous country of origin studies, the results indicate that macro country image significantly and positively influences micro country image. This study suggests that the strategic management of country image and the recognition of its significance will be key to successful global marketing and that favorable country image will represent an important part of the competitive advantage of brands in global markets in the years ahead in which the global competition is expected to rise further.

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