Russian Consumers’ Responses to Turkish Products: Exploring the Roles of Country Image, Consumer Ethnocentrism, and Animosity

Abstract

The main objective of this study is to investigate the country of origin (COO)effect on purchase decisions for Turkish products in foreign markets. Particularly, thestudy focused on the impacts of country image, consumer ethnocentrism, and animosityon product evaluation, risk perception and buying intention of Russian consumers. Thedata was collected through a survey conducted on a sample consisting of 346 nativeRussian consumers living in Moscow. Analysis results revealed that origin related factors(i.e. country image, consumer ethnocentrism, and animosity) do not directly influencepurchase intention for Turkish products. Animosity was found to increase the perceivedrisk of buying Turkish products, to some extent, while expected negative impacts ofethnocentrism were not confirmed. Most importantly, findings revealed a strong linkbetween country image and product evaluation. Results were discussed in detail andthe article concludes with implication of the findings.