A research on the effect of country reputation on national brand value and country image

Thanks to the continuous evolution of technology and its reflection on communication tools, countries give importance and value to how they position themselves in the eyes of people. The countries affected by the obvious changes in the economic, social, cultural and political context are now turning to the reputation that will make them different from other countries. The main purpose of this study is to demonstrate the impact of country reputation on nation brand value and country image. For this purpose, data was collected by survey method from 307 participants who volunteered to participate in the study and which can be reached from foreign students studying at Çukurova University. Regression, multiple regression and factor analysis were used in the analysis of the data obtained. The results of the analysis concluded that the country's image and the country's brand value had a significant and positive effect on the attitude towards the country's reputation.