The ımpact of country of origin and word-of-mouth marketing on brand equity: A comparative study between Turkey and Azerbaijan

In this thesis, the impact of a brand's country of origin and word-of-mouth marketing activities on brand equity will be examined. The research will focus on Chinese automobile brands operating in the automotive sectors of Turkey and Azerbaijan, with BYD selected as the representative brand in Turkey and Changan in Azerbaijan. A survey will be conducted with a sample group of 200 participants from each country, and the collected data will be analyzed statistically to derive comparative results. In this way, the contribution of country-of-origin perception and word-of-mouth marketing to brand equity will be evaluated within two countries that differ in cultural and economic contexts. This study aims to contribute to marketing theory and provide strategic recommendations for businesses.