The moderating role of country-of-destination image on product evaluation: An exploratory study (Turkey, United States)

In the last three decades many studies have been conducted to show the relationship between country images (Country-of-Origin and Country-of-Manufacture) and consumers' product evaluations. Although some studies found country images affect product evaluations, some other studies did not find this effect. This difference in literature raises some important questions. Do consumers think product's Country-of-Origin or Country-of-Manufacture when they evaluate products? If they do, is it easy to change a negative image to a positive one? Is there a way for a company to overcome negative image of its home country? Can this company use Country-of-Destination image as a marketing strategy in its local market and other markets around the world?; This study examined Country-of-Destination as a new concept and reports its effects on consumers' product evaluations. This research investigated the moderating effect of Country-of-Destination on Country-of-Origin and Country-of-Manufacture on product evaluations in the U.S.A. and Turkey.; Regression and t-test results revealed that consumers' product evaluations were affected by Country-of-Destination image. This image was found to be more effective in developing country (Turkey) than it was in developed country (the U.S.A.). This image was also found to be more important to consumers with limited product knowledge.; This research provides directions for businesses to overcome the negative effects of Country-of Origin and Country-of-Manufacture. Positive Country-of-Destination can be an effective tool for managers to reduce the negative effect of Country-of-Origin or Country-of-Manufacture images.