Purpose
This paper aims to further enhance the understanding of elements relevant to creating affection for a country’s identity, culture and values.
Design/methodology/approach
An overview of theoretical contributions is followed by a description of exploratory research on the overall image of Turkey. Survey-based empirical data (a convenience sample consisting of 838 Croatian citizens) are analysed using Statistica v7; mean values and a t-test are applied. The importance-performance Analysis (IPA) is also performed. The level of the respondent’s actual knowledge of Turkey is analysed by examining the content of their associations.
Findings
Research findings support a proven multidimensionality of the country/destination image construct. Turkey has become an appealing tourist destination; its image consists of positive associations that point to the effectiveness of soap operas broadcast abroad and promotional investments into the creation of the country image in foreign markets. Negative perceptions are related to human rights and gender inequalities.
Limitations implications
The use of a convenience sample (with predominantly female respondents) places a clear constraint on generalising the findings. Consequently, the results should be treated only as indicative. Furthermore, the one-country nature of the study limits the implications to theory.
Practical implications
Findings that soap operas might be a valuable source for Turkey’s image formation, and as such affect subsequent consumer behaviour, provide valuable insights for tourism and international marketing professionals who are either already in business or who are planning to internationalise future activities.
Originality/value
The study adds to the existing knowledge suggesting that popular culture, i.e. soap operas, is an interesting dimension of country/destination image deserving of further research.
In this paper we analyze the antecedents and consequences of brand adaptation/standardization (A/S) strategies in the case of a developing country. To explore this impact we base our research on Structure-Conduct-Performance paradigm (SCP) where structure (analyzed through domestic product acceptance and market structure) drives conduct (strategic choices regarding A/S of brand management elements), which in turn drives performance (viewed through market share and costs). Our results indicate that A/S is not equally applicable to all elements of brand management strategy. Rather, domestic products acceptance in a foreign market and market structure have different effects on the level of A/S of brand's product, pricing, distribution and promotion strategies. While market structure complexity increases the importance of adaptation of all elements, greater domestic product acceptance allows for product and promotion strategies to remain standardized. Subsequently, A/S of each element of the brand strategy differently influences brand market share in a foreign market and brand management costs. As a result, we learn that adaptation of pricing and promotion strategies will drive brand's market share. However, adaptation of promotion strategy will also increase brand management costs, while distribution strategy adaptation, although having no effect on brand's market share, will have an impact on the decrease of brand management costs.
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