The effect of country of origin and country image: An application on Moldovan consumers' perception of Turkish textile products

This study examines the effect of country of origin and country image on product evaluation. Country of origin is viewed as the country where a product is produced and country image is defined as consumers? general perception of quality for products made in a given country (Bilkey and Nes, 1982). Specifically, the main objective of this study was to assess Moldovan consumers? perception of Turkish textile products. In the study questionnaire was applied on 244 respondents to evaluate the perception of Turkish textile product. Moldova was selected because there is a lack of country of origin studies in less developed countries, and also because the number of Turkish textiles brands has recently increased in Moldovan market.The results give support to some findings of country of origin literature. The findings indicate that a positive attitude for Turkey generates a more favorable perception of Turkish textile products. Although, brand awareness of Turkish brands is low (18.4%) it was found that consumers who are familiar with Turkish textiles brand names have a more positive perception of Turkish textiles. Besides, some demographical variables were examined to understand their effect on product perception.Keywords: Country of Origin, Contry Image, Perceived Product?s Quality, Country Image, Product Perception, Turkish Textiles, Moldova.