ATTITUDES OF STUDENTS TOWARD COUNTRY-OF-ORIGIN AND AUTO BRAND IMAGES

Abstract

Personal and environmental factors determine the image of a company or a brand, which appears as an attitude of the perceiver. The attitudes of people against the products, countries and concepts are directly influential in their purchasing decisions. The objective of this research is to define whether there is a relation between the image of a country and that of the product. This study measures the attitudes of Turkish consumers against five countries and automobile brands from each of these countries. This study aims to identify whether there are any differences between the images of the countries and the respective automobile brands.