WHICH EVALUATION CRITERION IS AFFECTED BY COUNTRY OF ORIGIN AND FORMS PURCHASE INTENTION THE MOST: AN EMPIRICAL STUDY

In country of origin studies, multi cue approaches are advised owing to the fact that there are many elementsconsumers take into account while developing attitude and behavior towards a product. However, single cueapproach is utilized in this study for the purpose of comprehending the full effect of country of origin imageon consumers' subjective evaluations regarding quality, value and utility of the intended product. Amongthese product evaluation criteria, which one affects purchase intention the most is put to the test, usingstructured equation modeling. According to the results, the strongest effect of country of origin image isalmost equally the same on both quality and utility perceptions, while purchase intention is affected by utilityperception the most. In this regard, it has been determined that in this country of origin study where Turkishconsumers are subject to the research, normative approach is identified as the most important element.