The effect of the image of the country of origin on customer risk perception and customer trust: Turkish brands in Azerbaijan

Manufacturersor service providers plan and prepare their products and services according to thecustomers' wishes. Therefore, thefirstthingthatmatterstothem is thecustomer'sdesire, satisfactionandtrust. Turkishbrandshave a highshare in theAzerbaijan market amongtheimportedbrands. However, somecustomerscould not adoptthisview. Thisstudyaimstocontributetotheliterature in a conceptual sense; it aimstorevealtheeffects of a country-of-originimage on general customertrustand risk perception. Inthelight of theinformationobtainedfromtheliteraturereview, datawereobtainedbyconducting a surveystudy in whichthesamplesbased on givenresponsesbyrespondentsfromAzerbaijanicustomerswereformed. Inlinewiththeresearch model, thedatawereanalyzed, andthefindingswererevealed. Therefore, therearetworesearchhypotheses in theresearch model. Thefirst is toinvestigatewhetherthecountry-of-originimageaffectscustomer risk perception. Accordingtotheanalysisresults, it wasdeterminedthat it had a significanteffect. Thesecondresearchhypothesis is toinvestigatewhethertheimage of thecountry-of-originaffectscustomertrust. Thethirdresearchhypothesisalsosolveswhethercustomer risk perception has an effect on customertrust.As a result, the model wasfoundto be highlysignificant. Keywords: country-of-originimage, customertrust, perceived risk.