Country of Origin Image Effects and Consumers Attitude on Consumers’ Willingness to Buy, a Study for Turkish Clothing Brands on Arab Consumers Living In Turkey

Abstract

The purpose of this study is to examine the effect of country of origin image and consumers’ attitude on consumers’ willingness to buy Turkish clothing brands, and the effect of those relationships with the foreigners’ residence period. The study took Arabs who are living in Turkey starting from 1 month up to more than 3 years of staying. Primary data collected through questionnaire, 13 Arab nationalities participated, the largest numbers were from Egyptians, Syrians, Iraqis and Libyans nationalities, with a total 322 respondents. Demographic factors took an important part in questionnaire, exactly so living period in Turkey. Findings showed how Arabs have a positive evolution for Turkish clothing brands as country of origin image, meanwhile a positive attitude towards it. According to living period in Turkey, there are a significant difference in willingness to buy Turkish clothing brands. Arab consumers who are living for more than 3 years in Turkey have a less willing to buy Turkish clothing brands than consumers living between 1-3 years, as consumers living for less than 1 year. Research obtained new findings that will rich country of origin literature and help marketers to focus more on foreigners and their purchasing behavior.