Image of Turkey in the minds of Singaporians

Abstract

It has been suggested in numerous academic studies that country image forms a crucial part of consumers' product evaluations. Moreover, country image has been found to be negative for developing countries such as Turkey. However, the possibility of changing these negative images and associations through a clear understanding of the aspects of the image, sheds light on to the aim of this study. The main purpose of this study is to clearly lay out Turkey's image and current position in Singapore, extracting the favorable and unfavorable associations Singaporians have. In providing rich information with positioning implications, and a framework for future repositioning efforts, the aim is to enable Turkish stakeholders in developing suitable and effective international marketing strategies towards the region in question.