TURKISH BRANDS ACCORDING TO ALGERIAN CONSUMERS: COUNTRY OF ORIGIN EFFECT*

Abstract

In this research, it was aimed to examine the factors affecting the intention of Algerian customers to purchase Turkish clothing brands and the effects of attitude towards Turkish clothing brands, subjective norms, culture, perceived behavioral control and country of origin on the intention to buy of Algerian customers for Turkish clothing brands were investigated. This research was carried out with quantitative methods using a relational screening design. The data of the study were collected from 391 Algerian adults using the questionnaire technique. The collected data were analyzed with quantitative methods on SPSS and AMOS program. Considering the findings obtained in the research, it is seen that the cultural perceptions of Algerian customers positively and significantly affect the country of origin factor and the factor of attitude towards Turkish clothing brands, however, the cultural perceptions of Algerian customers do not have a direct or indirect significant effect on their intention to buy Turkish clothing brands. It was determined that the perceived behavioral control factor of Algerian customers did not have a significant effect on the country of origin factor, however, the behavioral control factor had positive and significant effects on attitudes towards Turkish clothing brands, subjective norms and intention to buy Turkish clothing brands. It has been determined that Algerian customers' perception of country of origin regarding Turkey has positive and significant effects on attitudes towards Turkish clothing brands, subjective norms and intention to buy Turkish clothing brands. It has been found that the attitudes of Algerian customers towards Turkish clothing brands have positive and significant effects on subjective norms and intention to buy Turkish clothing brands.

Keywords: Country of Origin, Purchasing, Consumer.