An exploration of Turkish identity and comparison with the image of Turkey

Abstract

Image of a product plays an important role in purchase decision. This image concept consists of the design, the performance and other attributes of the product as well as its brand name, name of its producer and its country's image. If a nation has a particular self-construction, it will interact with others according to this construction. Therefore, if the nation reflects its constructed self while interacting with others, image of that country according to foreigners will be affected by the national identity. In this study, the identity of Turks, based on the thoughts of Turkish businesspeople and students is explored. The explored identity is compared with the Westerns' percieved image of Turkey. Depending on·· the analysis and comparisons, it is found out that, the foreigner's image of Turkey really reflects their identity and it seems that Turkey's national identity has an effect on the foreigner's image of Turkey. As a result, by considering both the image and identity of Turkey, some recommendations are made to improve the negative image .of Turkey and to occupy a distinct and valued place in the target consumer's mind.