The effect of quality perception on global brand image: A research on Denizli export sector

This study, which evaluates the impact of the quality perception of the products of exporting companies on the global brand image, focuses on Denizli's export sector. Research data were analyzed with partial least squares structural equation modeling using the R Studio statistical software language. The aim of the study is to examine the effect of product quality perception of businesses operating in Denizli's export sector on Denizli brand image and global brand image. The findings show that the perception of product quality significantly affects the Denizli brand image and global brand image, and the global brand image of Denizli brand image. The results of this study reveal that Denizli export sector companies are successful in producing quality products, but they cannot show the same success in becoming a global brand.