International Journal of Business and Social Science

ISSN 2219-1933 (Print), 2219-6021 (Online) DOI: 10.30845/ijbss

Relationship between Country of Origin Image and Brand Equity: An Empirical Evidence in England Market
Assoc. Prof. Dr. Reha SAYDAN

This study investigates the reflections of „country-of-origin image‟ on consumers‟ brand equity. In this context, a research design was formed to measure the perceptions towards Turkish-originate brands BEKO in the sector of durable household appliances such as, refrigerator, laundry& dishwasher etc. Data was collected from 275 British consumers at several locations in the city Coventry in the UK through face to face interviews by using a structured questionnaire. The findings of the data were evaluated in terms of designing an international or global competitiveness. The findings reported in this study that evaluations about country image have an effect on the brand evaluation processes of consumers from various aspects.

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