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Russian Consumers’ Responses to Turkish Products: Exploring the Roles of Country Image, Consumer Ethnocentrism, and Animosity

Author

Listed:
  • Dursun, Inci

    (Gebze Technical University)

  • Tumer Kabadayi, Ebru

    (Gebze Technical University)

  • Ceylan, Kutalmis Emre

    (Istanbul Gelisim University)

  • Gokmen Koksal, Cansu

    (Gebze Technical University)

Abstract

The main objective of this study is to investigate the country of origin (COO) effect on purchase decisions for Turkish products in foreign markets. Particularly, the study focused on the impacts of country image, consumer ethnocentrism, and animosity on product evaluation, risk perception and buying intention of Russian consumers. The data was collected through a survey conducted on a sample consisting of 346 native Russian consumers living in Moscow. Analysis results revealed that origin related factors (i.e. country image, consumer ethnocentrism, and animosity) do not directly influence purchase intention for Turkish products. Animosity was found to increase the perceived risk of buying Turkish products, to some extent, while expected negative impacts of ethnocentrism were not confirmed. Most importantly, findings revealed a strong link between country image and product evaluation. Results were discussed in detail and the article concludes with implication of the findings.

Suggested Citation

  • Dursun, Inci & Tumer Kabadayi, Ebru & Ceylan, Kutalmis Emre & Gokmen Koksal, Cansu, 2019. "Russian Consumers’ Responses to Turkish Products: Exploring the Roles of Country Image, Consumer Ethnocentrism, and Animosity," Business and Economics Research Journal, Uludag University, Faculty of Economics and Administrative Sciences, vol. 10(2), pages 499-515, April.
    • Handle: RePEc:ris:buecrj:0404
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    Citations

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    Cited by:

    1. Juan Jose Blazquez-Resino & Santiago Gutierrez-Broncano & Pedro Jimenez-Estevez & Israel Roberto Perez-Jimenez, 2021. "The Effect of Ethnocentrism on Product Evaluation and Purchase Intention: The Case of Extra Virgin Olive Oil (EVOO)," Sustainability, MDPI, vol. 13(9), pages 1-24, April.

    More about this item

    Keywords

    Country of Origin (COO); Country Image; Ethnocentrism; Animosity; Turkish Products;
    All these keywords.

    JEL classification:

    • M16 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - International Business Administration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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