A study on the effect of country image on brand polarization

In today's world, the impact of country image on brand polarization holds significant importance from the perspective of consumers and businesses within the marketing framework. This study examines the effect of country image on brand polarization. A country's image is a fundamental factor influencing consumers' purchasing decisions. However, recent political conflicts, economic crises, pandemics, and social polarizations in many countries can negatively impact their image. This situation, when associated with the countries of origin, can lead to brand polarization. From a marketing standpoint, understanding the image of a brand's country of origin and developing strategies in this context allows brands to communicate more effectively with their target audience. Consumers are sensitive to the association of brands with their countries of origin, and changes in country image can affect consumer preferences. For businesses, this situation is a critical factor in terms of brand reputation and competitive advantage. This study primarily examines the concepts of brand polarization and country image separately and then explores the potential interactions between these two factors. Literature review and analyses indicate that a country's image plays a significant role in the perception of brands. However, the scope of previous studies on this subject is limited, and this study aims to fill this gap. The main objective of this study is to reveal the relationships between country image and brand polarization. To achieve this, data was collected from 681 participants through a survey. The collected data was analyzed using SPSS 26 software; frequency-percentage distribution tables, arithmetic mean, and standard deviation values were calculated. Participants' views on the statements regarding the impact of country image on brand polarization were presented and interpreted in tables by calculating arithmetic mean and standard deviation values. The relationship between the dimensions related to the impact of country image on brand polarization was analyzed by calculating Pearson Correlation Coefficients. The "t-test" and "Variance (Anova) Analysis" were utilized for the participants' views on the subject and their demographic characteristics. To determine whether there is an effect of country image on brand polarization, Simple Linear Regression analysis was applied. The results of this study indicated that the impact of country image on brand polarization is very minimal.