The effect of nation branding and e-wom on the purchase intention for the new product: A research on Turkish automative brand Togg

Communication is a phenomenon that requires almost everything in daily life to be planned and programmed. The communication activities of countries with this potential, such as institutions, commercial enterprises, political parties, individuals, and real persons, have too valuable a potential to be left to chance. Nation brand concepts also have a high importance within these communication activities. Just as existing trademarks have tangible and indirect assets based on their intangible brand values, countries can also obtain large recoveries in the international community with their national brands. The scope of this powerful nation branding and electronic word of mouth communication, which is another important communication process, on the purchase intention for the Turkish automotive brand Togg, which belongs to the new product category, was investigated. An exploratory sequential mixed design was used within the scope of the research. In the quantitative phase, studies were conducted with 374 participants from 63 different countries, and in the qualitative phase, studies were conducted with 16 participants from 16 different countries. For the change of results between variables, t tests and MANOVA analysis were conducted to reveal the distribution of structural values and the differences between them (Age, Gender, Nationality, Brand Awareness). In the qualitative phase, semi-structured interviews were conducted, and these interviews were analyzed through MAXQDA. In conclusion, quantitative and qualitative findings showed that the emotional nation brand indicator had no effect on the new product image. On the other hand, cognitive nation brand has a high impact on both new product image and purchase intention. Likewise, electronic word of mouth communication (E-WOM) has also had a reflection on new products and purchasing intentions