119152

THE IMPACT OF COUNTRY-OF-ORIGIN EFFECT ON TURKISH CONSUMERS’ RESPONSE TOWARD FOREIGN ADVERTISEMENTS

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:

Country-of-origin effect, foreign advertisements purchasing intention,

PDF

___

Belk, R. W. (1988). Third world consumer culture. In E. Kumcu & A. F. Firat (Eds.), Research in marketing: Supplement 4. Marketing and development: Toward broader dimensions (pp. 103-127). Greenwich, CT: JAI.
Eagly, A., and Chaiken, S. (1993), The Psychology of Attitudes, Worth Fort: HBJ. Ger, G., Belk, R. W., & Lascu, D. N. (1993). The development of consumer desire in marketing and developing economies: The cases of Romania and Turkey, In L. McAlister & M. L. Rothschild (Eds.), Advances in consumer research (Vol. 20, pp. 102-107). Provo, UT: Association for Consumer Research.
Han, C. M. (1989), Country Image: Halo or summary construct?, Journal of Marketing Research, 26(2), 96-108.
Kottak, C. P. (1990). Prime time society, Belmont, CA: Wadsworth.
Maheswaran, D. (1994), Country of Origin As a Stereotype: Effects of consumer expertise and attribute strength on product evaluations, Journal of Consumer Research, 21 (4), 354-365. Petty, R. E., Cacioppo, J. T. (1986), Communication and Persuasion, New York: Springer.